Summary of The Brand Flip: Why customers now run companies and how to profit from it by Marty Neumeier
Branding is evolving. Marty Neumeier’s new book (and previous ones) is a good testament of that. Marty starts with acknowledging (like all good writers) the function of any factual book – that is to communicate ideas in the most profound, efficient and direct way. To read The Brand Flip, using traditional reading methods, will take you about two hours to get the key messages. Unless you start at the end and read the key messages first – which is always a good idea to prime and give your mind a big picture – you can finish it in about 20 minutes. Read those key messages below. I do recommend going through the whole book though. If you’re new to branding, you’ll get a good understanding of how branding evolved over the last century and what branding is and isn’t. There are practical branding tips – for example, how much your logo is worth (a price of a good car – but you need to decide what kind of car). If you think branding doesn’t apply to your life, think again. We are all personal brands now and social media platforms are our market places.
“Any effort to get customers is marketing. Any effort to KEEP THEM is branding.”