WHY CUSTOMERS NOW RUN COPANIES – AND HOW TO PROFIT FROM IT

 

A WHITE BOARD OVERVIEW BY MARTY NEUMEIER

 

 

The company created the brand (through products and advertising), the brand attracted customers (as a captive audience), and customers support the company (through repeat purchases).

 

The new model of brand is similar, but with one important difference: the order of events. Instead of creating the brand first, the company creates customers (through products and social media),then the customers create the brand )through purchases and advocacy),and the brand sustains the company (through customer loyalty).This model takes into account a profound and counterintuitive truth: a brand is not owned by the company, but by the customers who draw meaning from it. Your brand isn’t what you say it is. it’s what They say it is.

 

 

Power has shifted from companies to customers

 

The battle is no longer between companies, but tribes

 

 

The company with the strongest tribe wins

 

Brands need to flow through multiple technologies

 

 

As Liquid Agency chief creative officer Alfredo Muccino puts it, technology has flipped our mindset from “I need stuff” to ‘I want an experience.”

 

 

Today’s customers want more than features, more than benefits, and more than experiences. They want MEANING.

 

They don’t BUY brands. They JOIN brands. They want a vote in what gets produced and how it gets delivered.

 

A successful brand can become a touchstone in a customer’s life – a vivid symbol becomes the product.

 

 

In a flipped business, the product is not the innovation, the customer is .The Company with the best customers wins.

 

The best brand builders see greatness in their customers, and figure out ways to enable it.

 

Any effort to get customers is marketing.

Any effort to KEEP THEM is branding.

 

 

In the age of easy group- forming ,the basic unit of measurement is not the segment but the TRIBE.

 

To achieve authenticity with your tribe, you have to begin with company purpose – the reason you’re in business beyond making money.

 

You can’t DECIDE a great customer experience, You have to design it 

 

 

 

 

Comments

Post a Comment

Popular posts from this blog

How can illustration be used to enhance the consumer experience?

  Illustration can be used in various ways to enhance the consumer experience. Here are some examples: Creating a unique brand identity: Illustration can help create a distinctive visual style for a brand that can set it apart from competitors. A well-crafted illustration can help convey the brand's personality, values, and messaging, creating a memorable impression in the minds of consumers. Simplifying complex ideas: Illustration can be used to simplify complex ideas or concepts that may be difficult for consumers to understand. By breaking down complex information into easy-to-understand visual representations, consumers can better understand the product or service they are considering.
Read more

JORDAN PETERSON -STEVEN BRATLETT -ANALYSIS

Listing to the Steven and Jordan podcast on -diary of a c.e.o made me thing of a principle i learnt earlier in life so i though that id share -what is pigeon hole theory. The concept ,called the "pigeonhole principle" or "pigeonhole principle theory." The pigeonhole principle is a fundamental principle in combinatorial mathematics and counting. The principle states that if you have more pigeons than pigeonholes and you try to place the pigeons into the pigeonholes, then at least one pigeonhole must contain more than one pigeon.  In other words, if you have n+1 objects to distribute among n containers, there must be at least one container that contains more than one object. The pigeonhole principle has applications in various areas of mathematics, computer science, and everyday life. It is often used to prove the existence of certain patterns, repetitions, or constraints. It is also employed in areas such as hashing algorithms, scheduling problems, and graph theory. ...
Read more

How does Value determine price?

The relationship between value and price is complex and can vary depending on the context, but I'll provide a general explanation. Value refers to the perceived worth or usefulness of a product, service, or asset. It is subjective and can vary from person to person. Value can be influenced by factors such as utility, scarcity, desirability, quality, and personal preferences. For example, a rare piece of artwork might be considered valuable because of its uniqueness and artistic appeal, while a basic commodity like rice might have value due to its essential nature and usefulness as a food staple. Price, on the other hand, is the monetary amount assigned to a product or service in a transaction. It represents the exchange value of the item and is typically determined through market interactions. In competitive markets, prices are often influenced by the forces of supply and demand. When the demand for a product is high and the supply is limited, the price tends to increase. Conversel...
Read more