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The Brand Flip

2015-07-24 Business & Economics
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Release : 2015-07-24
Genre : Business & Economics
Kind : eBook
Book Rating : 973/5 ( reviews)

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Book Synopsis The Brand Flip by : Marty Neumeier

Download or read book The Brand Flip written by Marty Neumeier. This book was released on 2015-07-24. Available in PDF, EPUB and Kindle. Book excerpt: 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 out – not 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?

ZAG

2006-09-20 Computers
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Release : 2006-09-20
Genre : Computers
Kind : eBook
Book Rating : 123/5 ( reviews)

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Book Synopsis ZAG by : Marty Neumeier

Download or read book ZAG written by Marty Neumeier. This book was released on 2006-09-20. Available in PDF, EPUB and Kindle. Book excerpt: "When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to "read" customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.

The Designful Company

2009-03-30 Business & Economics
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Release : 2009-03-30
Genre : Business & Economics
Kind : eBook
Book Rating : 811/5 ( reviews)

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Book Synopsis The Designful Company by : Marty Neumeier

Download or read book The Designful Company written by Marty Neumeier. This book was released on 2009-03-30. Available in PDF, EPUB and Kindle. Book excerpt: Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management–design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls “knowing” and “doing.” Yet in today’s innovation-driven marketplace, managers need to insert a middle step, called “making.” Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didn’t exist before. The reader is challenged to consider the author’s bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeier’s “whiteboard” series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads. Covered in THE DESIGNFUL COMPANY: - the top 10 “wicked problems” that only design can solve - a new, broader definition of design - why designing trumps deciding in an era of change - how to harness the “organic drivetrain” of value creation - how aesthetics add nuance to managing - 16 levers to transform your company - why you should bring design management inside - how to assemble an innovation metateam - how to recognize and reward talent From the back cover: The complex business problems we face today can’t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer “decide” the way forward. Today we have to “design” the way forward–or risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.

The Brand Gap

2006 Business & Economics
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Release : 2006
Genre : Business & Economics
Kind : eBook
Book Rating : 104/5 ( reviews)

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Book Synopsis The Brand Gap by : Marty Neumeier

Download or read book The Brand Gap written by Marty Neumeier. This book was released on 2006. Available in PDF, EPUB and Kindle. Book excerpt: Using the visual language of the boardroom, Marty Neumeier presents the first unified theory of branding - a set of five disciplines to help companies bridge the gap between brand strategy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly "get it."

Scramble

2018-10
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Release : 2018-10
Genre :
Kind : eBook
Book Rating : 273/5 ( reviews)

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Book Synopsis Scramble by : Zach Gajewski

Download or read book Scramble written by Zach Gajewski. This book was released on 2018-10. Available in PDF, EPUB and Kindle. Book excerpt:

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