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The Brand Flip
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Download or read book The Brand Flip written by Marty Neumeier and published by New Riders. This book was released on 2015-07-24 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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?
Download or read book ZAG written by Marty Neumeier and published by Pearson Education. This book was released on 2006-09-20 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: "When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to "read" customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.
Book Synopsis The Designful Company by : Marty Neumeier
Download or read book The Designful Company written by Marty Neumeier and published by Peachpit Press. This book was released on 2009-03-30 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management–design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls “knowing” and “doing.” Yet in today’s innovation-driven marketplace, managers need to insert a middle step, called “making.” Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didn’t exist before. The reader is challenged to consider the author’s bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeier’s “whiteboard” series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads. Covered in THE DESIGNFUL COMPANY: - the top 10 “wicked problems” that only design can solve - a new, broader definition of design - why designing trumps deciding in an era of change - how to harness the “organic drivetrain” of value creation - how aesthetics add nuance to managing - 16 levers to transform your company - why you should bring design management inside - how to assemble an innovation metateam - how to recognize and reward talent From the back cover: The complex business problems we face today can’t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer “decide” the way forward. Today we have to “design” the way forward–or risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.
Download or read book The Brand Gap written by Marty Neumeier and published by Peachpit Press. This book was released on 2006 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using the visual language of the boardroom, Marty Neumeier presents the first unified theory of branding - a set of five disciplines to help companies bridge the gap between brand strategy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly "get it."
Download or read book Scramble written by Zach Gajewski and published by . This book was released on 2018-10 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The 46 Rules of Genius by : Marty Neumeier
Download or read book The 46 Rules of Genius written by Marty Neumeier and published by Pearson Education. This book was released on 2014 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shares forty-six tips for achieving creative brilliance in any professional field, discussing how to innovate, work, learn, and matter.
Book Synopsis Building a StoryBrand by : Donald Miller
Download or read book Building a StoryBrand written by Donald Miller and published by HarperCollins Leadership. This book was released on 2017-10-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Download or read book Beyond Sizzle written by Mona Amodeo and published by Maven House Press. This book was released on 2018-06-12 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you interested in learning how to create companies people love to love? If you want to be that company people love to love—the one that people can’t wait to tell others about—you will find this book both inspirational and informative. Beyond Sizzle answers how branding, reimagined as an approach to management, can be a force for engaging your most important resource—people—to build your most valuable asset: your reputation. This book will ring true to anyone who wants to be that company customers, employees and the world can’t wait to tell others about! People are increasingly looking beyond the sizzle of product and service advertising to the substance of the companies behind the image. As the conversations about purpose move from the margins to the mainstream, it’s clear that this once-fringe business perspective, often associated with Birkenstocks and granola, now has a seat at the boardroom table. Award-winning management strategist Dr. Mona Amodeo brings together the best practices of change management, marketing, and communications to give readers an actionable process for creating brands that matter—organizations that are redefining workplaces, reimagining customer experiences, and creating innovative products and services that are building healthier, more sustainable communities—in turn, creating a better world for us all. If you are an entrepreneurial thinker ready to embrace the opportunity to prosper economically by having a positive impact on people, communities, and the world; a game changer courageous enough to challenge the status quo by designing and leading organizations as brands that matter; or a leader who wants to make choices that leave the world better than you found it, this book is for you. Readers who have enjoyed the works of Wally Olins, Dr. Mary Jo Hatch, Simon Sinek and books like The Brand Flip will benefit from Mona’s approach on how to reach beyond philosophy and platitudes to a roadmap for transforming organizations into brands that matter to customers, employees and the world. Below is the table of contents of this compelling and straightforward read: Preface My Inspiration: The Interface Backstory Part I: On the Shoulders of Giants Why We Need a New Approach to Branding (Chapter 1) A New Paradigm of Branding (Chapter 2) The Invisible Force of Branding (Chapter 3) From Sizzle to Substance (Chapter 4) The Operating System of Brands (Chapter 5) Part II: The Branding from the Core® Playbook Branding from the Core Foundations (Chapter 6) The Framework: The Brand Ecosystem (Chapter 7) The Process: The Brand Transformation Process (Chapter 8) Epilogue: Still Learning from Interface
Download or read book Awesomely Simple written by John Spence and published by John Wiley & Sons. This book was released on 2009-09-08 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: The six core strategies to elevate any business-and how to implement them-made simple What do the world's most successful companies and organization have in common? And what can you actually take away and use from their examples? Distilling the best fundamental business strategies, trusted advisor and strategist John Spence helps you take a hard look at your business and together develop specific plans and action steps that will allow you to dramatically improve the success of your company. Delivered in Spence's approachable and straightforward manner, Awesomely Simple reveals the six key strategies that create a foundation for achieving business excellence: Vivid Vision, Best People, A Performance-Oriented Culture, Robust Communication, A Sense of Urgency, and Extreme Customer Focus. Filled with case studies and clear action items, includes easy-to-follow guidelines for implementing the strategies in any organization no matter its mission or size After concisely breaking down each strategy, Spence gives specific examples, tips, tools, discussion questions and exercises for how to execute them successfully A perfect resource for business leaders, Awesomely Simple will help you turn ideas into positive action and achieve lasting business success.
Book Synopsis Designing Brand Identity by : Alina Wheeler
Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2012-10-11 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity
Book Synopsis Building the Brand-Driven Business by : Scott M. Davis
Download or read book Building the Brand-Driven Business written by Scott M. Davis and published by Jossey-Bass. This book was released on 2002-10-02 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.
Book Synopsis A Team with No Sport by : Virgil Abloh
Download or read book A Team with No Sport written by Virgil Abloh and published by Prestel Publishing. This book was released on 2019-06-17 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collectible flip book "lookbook" features Virgil Abloh's unparalleled designs from his 2013 video showcasing his original brand, Pyrex Vision. Launched in time for a major exhibition of Virgil Abloh's work, this flip book shows images from the original video created to launch the sophomore Spring/Summer 2013 collection of Abloh's first brand, Pyrex Vision, entitled, "Youth Always Wins." Since he launched Pyrex Vision, Abloh has been translating his tools and techniques from his training as an architect and engineer into the fashion world and beyond. He eventually closed Pyrex Vision to open Off-White(TM), collaborating with brands like Nike, musicians, architects, and others. In addition to creating Off-White(TM), Abloh has worked with Kanye West, collaborated withTakashi Murakami, performed at Lollapalooza, started a furniture collection with IKEA, and more. In 2018, Abloh was named Men's Artistic Director at Louis Vuitton.
Download or read book Brand Hijack written by Alex Wipperfürth and published by . This book was released on 2006 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses industry crises such as media saturation, consumer evolution and the erosion of image marketing. However, following the book's advice will require some untraditional - even counterintuitive - steps. This type of marketing is not for everyone, you must be confident enough to stop clamouring for control and learn to be spontaneous. Brand hijacking relies on a radical concept - letting go.
Download or read book Brand Now written by Nick Westergaard and published by AMACOM. This book was released on 2018-05-08 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Capture their attention-and keep it! With the rise of digital media, you'd think it would be easier than ever to be heard. Yet, most messages fail to cut through the clutter. Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand. Brand Now uncovers the new rules of branding in our complex and chaotic world. Written by the author of Get Scrappy, the digital marketing bible for business, this latest book explains how to build brands that resonate both online and off. The book helps you: Create a brand with meaning * Reinforce it with the right touchpoints * Hone your brand's unique story * Share it through engaging content * Cultivate a sense of community * Craft a coherent experience * Stand out with simplicity and transparency The world may be growing louder, but with Brand Now's big ideas and practical toolbox, you can break through the noise-and win a place in the hearts and minds of your customers.
Download or read book Metaskills written by Marty Neumeier and published by New Riders. This book was released on 2012-12-20 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a sweeping vision for the future of work, Neumeier shows that the massive problems of the 21st century are largely the consequence of a paradigm shift—a shuddering gear-change from the familiar Industrial Age to the unfamiliar “Robotic Age,” an era of increasing man-machine collaboration. This change is creating the “Robot Curve,” an accelerating waterfall of obsolescence and opportunity that is currently reshuffling the fortunes of workers, companies, and national economies. It demonstrates how the cost and value of a unit of work go down as it moves from creative to skilled to rote, and, finally, to robotic. While the Robot Curve is dangerous to those with brittle or limited skills, it offers unlimited potential to those with metaskills—master skills that enable other skills. Neumeier believes that the metaskills we need in a post-industrial economy are feeling (intuition and empathy), seeing (systems thinking), dreaming (applied imagination), making (design), and learning (autodidactics). These are not the skills we were taught in school. Yet they’re the skills we’ll need to harness the curve. In explaining each of the metaskills, he offers encouragement and concrete advice for mastering their intricacies. At the end of the book he lays out seven changes that education can make to foster these important talents. This is a rich, exciting book for forward-thinking educators, entrepreneurs, designers, artists, scientists, and future leaders in every field. It comes illustrated with clear diagrams and a 16-page color photo essay. Those who enjoy this book may be interested in its slimmer companion, The 46 Rules of Genius, also by Marty Neumeier. Things you’ll learn in Metaskills: - How to stay ahead of the “robot curve” - How to account for “latency” in your predictions - The 9 most common traps of systems behavior - How to distinguish among 4 types of originality - The 3 key steps in generating innovative solutions - 6 ways to think like Steve Jobs - How to recognize the 3 essential qualities of beauty - 24 aesthetic tools you can apply to any kind of work - 10 strategies to trigger breakthrough ideas - Why every team needs an X-shaped person - How to overcome the 5 forces arrayed against simplicity - 6 tests for measuring the freshness of a concept - How to deploy the 5 principles of “uncluding” - The 10 tests for measuring great work - How to sell an innovative concept to an organization - 12 principles for constructing a theory of learning - How to choose a personal mission for the real world - The 4 levels of professional achievement - 7 steps for revolutionizing education From the back cover "Help! A robot ate my job!" If you haven't heard this complaint yet, you will. Today's widespread unemployment is not a jobs crisis. It's a talent crisis. Technology is taking every job that doesn't need a high degree of creativity, humanity, or leadership. The solution? Stay on top of the Robot Curve--a constant waterfall of obsolescence and opportunity fed by competition and innovation. Neumeier presents five metaskills--feeling, seeing, dreaming, making, and learning--that will accelerate your success in the Robotic Age.
Book Synopsis The Brand Therapy Book: Key Branding Lessons to Save Time and Money While Winning Hearts and Minds. by : Fabian Geyrhalter
Download or read book The Brand Therapy Book: Key Branding Lessons to Save Time and Money While Winning Hearts and Minds. written by Fabian Geyrhalter and published by Brandtro. This book was released on 2020-05-05 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of swift and actionable thoughts on branding that any entrepreneur or marketer can use to craft better brands. From strategy and naming guidance to directions on how to gain visual and verbal brand clarity, acclaimed brand strategist Fabian Geyrhalter invites readers to pick up this small book that's big on advice regularly to gain and hold onto brand focus.
Download or read book No Logo written by Naomi Klein and published by Macmillan. This book was released on 2000-01-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
