The Brand Flip: Why customers now run companies and how to profit from it (Paperback)

Marty Neumeier

The Brand Flip: Why customers now run companies and how to profit from it (Paperback)
  • 出版商: New Riders
  • 出版日期: 2015-08-09
  • 售價: $1,550
  • 貴賓價: 9.5 折 $1,473
  • 語言: 英文
  • 頁數: 160
  • 裝訂: Paperback
  • ISBN: 0134172817
  • ISBN-13: 9780134172811

    • 海外代購書籍(需單獨結帳)

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商品描述

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?

商品描述(中文翻譯)

暢銷品牌專家馬提·紐邁爾（Marty Neumeier）向您展示如何從以公司為驅動的過去，邁向以消費者為驅動的未來。您將學會如何將品牌從提供產品轉變為提供意義，從價值保護轉變為價值創造，從基於成本的定價轉變為關係定價，從市場細分轉變為品牌部落，以及從顧客滿意度轉變為顧客賦權。

自從紐邁爾撰寫《品牌差距》（The Brand Gap）以來的13年中，社交媒體的影響力證明了他的核心理論：“品牌不是你所說的那樣——而是他們所說的那樣。”人們不再是消費者、或市場細分，或大數據中的微小點。他們不再“購買”品牌，而是“加入”品牌。他們希望對生產的內容和交付的方式有發言權。他們願意捲起袖子來幫忙——不僅是向朋友推廣品牌，還包括貢獻內容、提供想法，甚至銷售產品或服務。

本書的核心是品牌承諾矩陣（Brand Commitment Matrix），這是一個組織品牌六個主要組成部分的簡單工具。您的品牌社群就是您的部落。您將如何引領它？

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