{"product_id":"9780134172811","title":"Brand Flip, The : Why customers now run companies and how to profit from it by Marty Neumeier","description":"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?\u003cbr\u003eBinding: Paperback \/ softback","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56223903514997,"sku":"9780134172811","price":28.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9780134172811.jpg?v=1762219732","url":"https:\/\/backstory.london\/products\/9780134172811","provider":"Backstory","version":"1.0","type":"link"}