Flip or be flipped
Marty Neumeier’s “The brand flip” is giving an overview how to profit from your brand now it is run by your customers
Written by Andre Soff
Brand Director at VBAT
The revolution of connectivity and the power it gives to customers is turning brands upside down. Consumers not longer buy your brand but are running your brand, voting by social media and buying online where ever and whenever they want.
Marty Neumeier is a well known designer that became famous for his fine styled whiteboard overviews. Modest books that could make your flight spent in a smart way. This is his 6th book. Earlier best sellers are: The Brand Gap, ZAG, The designful company, Metaskills and the 46 rules of a genius.
The book is radically flip-thinking the relation between organisations and their customers. It shows how to be successful in a customer driven future.
Neumeiers most important take-home lessons are:
- Today’s customers prefer meaning over products, features, benefits or experiences. So start with your brand’s purpose.
- The company with the best customers wins. So the best brand builders see greatness in their customers. It’s the customers that build the brand.
- Each experience should be a brand in its miniature. Delight in the minimal. Never add without trying to subtract.
- Customers want to be the heroes in their own journey. They love to buy and build their identity and hate being sold.
- Brands need to flow through multiple technologies so the most successful brands are fluid.
- Major flips in brand values are: Authority flips into authenticity, over choice flips into simplicity, storytelling flips into story-framing.
- Major flips in planning are: competing flips into differentiation, deciding flips into designing, planning flips into experiments, sales funnel flips into brand ladder.
I liked spending a few hours flipping through Marty’s newest thought piece. As always his sentences are snappy, examples inspiring and design distinctive. As I share his future view of the customer in the drivers seat of your brand, I am interested in his flipping insights. Since his view is a recipe for a fast changing and radically context, his insights are merely focussing on the transformation of organisation, internal culture and ways of working.
If flipping any organisation towards their customers is caused by his book, Marty deserved to retreat in his ‘petite maison en France’.
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Written by Andre Soff
Brand Director at VBAT
