The Brand Flip: Why customers now run companies and how to profit from it
In the 13 years since Marty Neumeier wrote The Brand Gap, the influence of social media has proven his theory: “A brand isn’t what you say it is—it’s what they say it is.” The rise of branding, now fueled by social media, has placed the future of companies firmly in the hands of customers. This is the brand flip, a cross-industry judo throw that’s taking down some companies and raising others to the status of superstars. People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. In this clear and lively talk, you’ll learn how to “flip” your company from offering products to offering meaning, and from customer satisfaction to customer empowerment. Marty will also explain the Brand Commitment Matrix, the simplest possible tool for flipping your brand.
Who else could claim to have been there when products by Apple, Adobe Systems, or Hewlett-Packard were born? He received hundreds of awards as a graphic designer and copywriter during the last quarter of century. Now he teaches companies how to bridge the gap between business strategy and design. Nearly ten million people have read his book The Brand Gap, and his book Zag has been named one of the "top hundred business books of all time.” He comes to Brno to reveal principles from his latest book—The Brand Flip.