{"product_id":"brand-flip-the","title":"Brand Flip The","description":"\u003cp style=\"margin: 0px;\"\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 style=\"margin: 0px;\"\u003e \u003c\/p\u003e \u003cp style=\"margin: 0px;\" msonormal\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  \u003cr\u003e   \u003cr\u003e    –   \u003c\/r\u003e  \u003c\/r\u003eit’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  \u003cr\u003e   –  \u003c\/r\u003enot only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. \u003c\/p\u003e \u003cp style=\"margin: 0px;\"\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?","brand":"MediaPlace","offers":[{"title":"Default Title","offer_id":57302764421502,"sku":"NW9780134172811","price":36.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1379\/1261\/files\/9780134172811.jpg?v=1778579113","url":"https:\/\/mediaplace.com\/en-usa\/products\/brand-flip-the","provider":"MediaPlace","version":"1.0","type":"link"}