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

Marty Neumeier wrote The Brand Gap in 2003, and it spread through Silicon Valley, helped by slides someone uploaded to SlideShare without telling him. In the twelve years since, power has shifted from companies to customers. People buy meaning and identity rather than products, and they buy in tribes. At Marketing Festival 2015 Marty presents his new book The Brand Flip and explains why brands are now built by customers rather than by companies.

You'll learn Marty's five steps to "create a customer", why you should build a tribe instead of segmenting a market, and why a ladder from satisfaction to empowerment beats the purchase funnel. He walks through a six-part message matrix that defines what makes your brand the only one, with examples from Apple, Ritz-Carlton, Las Vegas, Tesla, Patagonia, Starbucks and Air Bank.