Brand Flip The

Author : Marty Neumeier
Publisher : New Riders
ISBN 13 : 0134172973
Total Pages : 181 pages
Book Rating : 4.72/5 ( download)

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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?

Author : Marty Neumeier
Publisher : Pearson Education
ISBN 13 : 0132798123
Total Pages : 171 pages
Book Rating : 4.29/5 ( download)

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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.

Author : Marty Neumeier
Publisher : Peachpit Press
ISBN 13 : 0321648811
Total Pages : 183 pages
Book Rating : 4.15/5 ( download)

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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.

Author : Marty Neumeier
Publisher : Peachpit Press
ISBN 13 : 9780321348104
Total Pages : 194 pages
Book Rating : 4.09/5 ( download)

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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."

Author : Zach Gajewski
Publisher :
ISBN 13 : 9780997410273
Total Pages : 256 pages
Book Rating : 4.72/5 ( download)

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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:

Author : Oren Klaff
Publisher : Penguin
ISBN 13 : 052553394X
Total Pages : 258 pages
Book Rating : 4.48/5 ( download)

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Download or read book Flip the Script written by Oren Klaff and published by Penguin. This book was released on 2019-08-13 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: THE BESTSELLING AUTHOR OF PITCH ANYTHING IS BACK TO FLIP YOUR ENTIRE APPROACH TO PERSUASION. Is there anything worse than a high-pressure salesperson pushing you to say "yes" (then sign on the dotted line) before you're ready? If there's one lesson Oren Klaff has learned over decades of pitching, presenting, and closing long-shot, high-stakes deals, it's that people are sick of being marketed and sold to. Most of all, they hate being told what to think. The more you push them, the more they resist. What people love, however, is coming up with a great idea on their own, even if it's the idea you were guiding them to have all along. Often, the only way to get someone to sign is to make them feel like they're smarter than you. That's why Oren is throwing out the old playbook on persuasion. Instead, he'll show you a new approach that works on this simple insight: Everyone trusts their own ideas. If, rather than pushing your idea on your buyer, you can guide them to discover it on their own, they'll believe it, trust it, and get excited about it. Then they'll buy in and feel good about the chance to work with you. That might sound easier said than done, but Oren has taught thousands of people how to do it with a series of simple steps that anyone can follow in any situation. And as you'll see in this book, Oren has been in a lot of different situations. He'll show you how he got a billionaire to take him seriously, how he got a venture capital firm to cough up capital, and how he made a skeptical Swiss banker see him as an expert in banking. He'll even show you how to become so compelling that buyers are even more attracted to you than to your product. These days, it's not enough to make a great pitch. To get attention, create trust, and close the deal, you need to flip the script.

Author : Marty Neumeier
Publisher : Pearson Education
ISBN 13 : 0133900061
Total Pages : 144 pages
Book Rating : 4.64/5 ( download)

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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: Marty Neumeier, acclaimed author of The Brand Gap and other books on business creativity, has compressed decades of practical experience into The 46 Rules of Genius--46 glittering gems that will light students path to creative brilliance. This is an essential handbook for students in graphic design, branding, marketing, business, Journalism and writing courses, and more. The rules in this book are timeless. None of them are new, yet they can help students create something new. Michelangelo didn't invent the hammer and chisel, but by using these tools he sculpted the Pietá. And just as you can't shape a block of marble with your bare hands, you can't shape ideas with your bare mind. You need rules. Rules are the tools of genius. Use them when they help, put them aside when they don't. Most creative people are focused on their projects, and reading a long book is a luxury they can ill afford. So here's a slim volume with bite-size advice. Students can reach into it randomly, underline its salient points, and return to its rules as needed. Neumeier starts with advice on strategy--or how to get the right idea. He continues with practical tips on execution--how to get the idea right. From there, he moves on to building creative skills over time, and finally to putting your brilliance to work in the larger world.

Author : Virgil Abloh
Publisher : Prestel Publishing
ISBN 13 : 9783791358994
Total Pages : 0 pages
Book Rating : 4.95/5 ( download)

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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.

Author : Donald Miller
Publisher : HarperCollins Leadership
ISBN 13 : 0718033337
Total Pages : 241 pages
Book Rating : 4.30/5 ( download)

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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.

Author : Alina Wheeler
Publisher : John Wiley & Sons
ISBN 13 : 1118418743
Total Pages : 338 pages
Book Rating : 4.41/5 ( download)

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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