The Brand Flip // Marty Neumeier
“The rise of branding, now fueled by social media, has placed the future of companies firmly in the hands of customers. This is the brand flip, a pan-industry judo throw that’s taking down some companies raising others to the status of superstars. The Brand Flip shows you how to make the leap to a consumer-driven future with lightness, power, and grace. Transform your brand into a mini-movement—one that customers will eagerly co-create, grow, and nourish with profits.”
I just love the to-the-point style in which this book is written. I found this book as I was working through some youtube vids on Branding and Brand Strategy as this really is where I am growing and developing my tools. I came across an interview with Chris Do of TheFutur
and Marty Neumeier, titled: What is Branding? A deep dive with Marty Neumeier.
I guess I felt like I had been living under a rock. How had I not read these books before? Possibly because I was not as heat focused on building a brand as I am right now. Needless to say, I jumped on Amazon.de and bought all his books. Once I furnish my new home here in Germany, these will be the game-changers I place on my bookshelf!
This book promises to teach you how to flip your brand
from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment.
My top 3 of the Marty Neumeier’s
10 NEW REALITIES
People are not focused on products, but meaning
They hate being sold, but they love to buy
The most successful brands are not static, but fluid
“A brand isn’t what YOU say it is. It’s what THEY say it is.”
My top 5 of the Marty Neumeier’s
25 INTANGIBLES THAT ADD VALUE
Authenticity – Offer the real thing
Certainty – Remove all doubt about its benefits
Style – Incorporate beauty or personality
Optimism - Make customers feel positive
Delight – Delver more that reliability
I am so glad I got a chance to not only find this book, but to share it with you. Sometimes all you need is to just read one sentence to flip your perspective. I hope you gain some great insights and dazzle your bookshelf with some intriguing brand wisdom!
Who is Marty Neumeier?
“I started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, I moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands.
In 1996 I started Critique, the first magazine about design thinking. After five years it failed. I then launched Neutron, a design think tank focused on brand-building processes that drive organizational change. It succeeded. I later merged Neutron with Liquid Agency, and here I am. As Director of CEO Branding at Liquid, I consult with leaders and execs of some of the world’s most exciting companies, while writing and speaking on the topics of business strategy, design, and innovation.”
Find out more: https://www.martyneumeier.com