{"product_id":"9780134172811-brand-flip-the","title":"Brand Flip, The","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eWhy customers now run companies and how to profit from it\u003cbr\u003e\u003cp\u003eBest-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. \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eIn the 13 years since Neumeier wrote \u003ci\u003eThe Brand Gap\u003c\/i\u003e, the influence of social media has proven his core theory: “A brand isn’t what \u003ci\u003eyou\u003c\/i\u003e say it is         –     it’s what \u003ci\u003ethey\u003c\/i\u003e say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t \u003ci\u003ebuy\u003c\/i\u003e brands. They \u003ci\u003ejoin\u003c\/i\u003e 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. \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e 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?\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":56594316394870,"sku":"9780134172811","price":30.41,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_39383506_382dd1bb-3d8b-4f89-89e5-16a169ce363f.jpg?v=1767864323","url":"https:\/\/www.rarewaves.com\/products\/9780134172811-brand-flip-the","provider":"Rarewaves.com","version":"1.0","type":"link"}