The Brand Flip

Why customers now run companies and how to profit from it Publicado el agosto de 2015 Normal (ePub) en inglés
    The Brand Flip_0
    The Brand Flip
    • Resumen
    • Detalles
    • Garantías
    • Accesorios incluidos
    • Fecha de lanzamiento agosto 2015
      Editor New Riders
      Formato ePub
    • Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn 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.   In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what... Ver más

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    Resumen

    Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn 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.

     

    In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help outnot only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services.

     

    At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?

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    Características detalladas

    Formato

    ePub

    Editor

    New Riders

    Fecha de lanzamiento

    agosto 2015

    Colección

    Voices That Matter

    EAN

    9780134172972

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