{"product_id":"9780134172972","title":"The Brand Flip: Why customers now run companies and how to profit from it","description":"\u003cp\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\u003e \u003c\/p\u003e \u003cp\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\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":"Pearson Education","offers":[{"title":"Default Title","offer_id":47071850103024,"sku":"9780134172972","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780134172972_p0.jpg?v=1763642115","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780134172972","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}