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PART 3: DESIGNING THE WAY FORWARD
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PART 3: DESIGNING THE WAY FORWARD
by Marty Neumeier
The Brand Flip: Why customers now run companies and how to profit from it
Title Page
Copyright Page
Dedication Page
PREFACE
CONTENTS
INTRODUCTION
10 NEW REALITIES
PART 1: FLIPPING THE BRAND
PRODUCTS » MEANING
TANGIBLE » IMMATERIAL
SELLING » ENROLLING
COMPANY IDENTITY » CUSTOMER IDENTITY
BETTER PRODUCTS » BETTER CUSTOMERS
CUSTOMER SEGMENTS » CUSTOMER TRIBES
TRANSACTIONS » RELATIONSHIPS
PART 2: LEADING THE TRIBE
AUTHORITY » AUTHENTICITY
COMPETING » DIFFERENTIATING
PROCESSES » VALUES
FEATURES » EXPERIENCES
PUNISHMENT » PROTECTION
PART 3: DESIGNING THE WAY FORWARD
DECIDING » DESIGNING
PLANS » EXPERIMENTS
OVERCHOICE » SIMPLICITY
STATIC BRANDS » LIQUID BRANDS
STORYTELLING » STORYFRAMING
PURCHASE FUNNEL » BRAND LADDER
TAKE-HOME LESSONS
RECOMMENDED READING
ACKNOWLEDGMENTS
INDEX
NOTES
ABOUT THE AUTHOR
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PART 3: DESIGNING THE WAY FORWARD
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