2019 The Brand Flip, Marty Neumeier Director of CEO, Branding Liquid Agency

TL;DR

The trick to successful branding is to understand that it's not what you say about your brand, but what your customers say about it.

Transcript

hi everybody why so quiet thinking I guess something okay okay so we heard from Sam who spoke eloquently about what we want to do for the world and so I'm gonna turn it around for the next 20 minutes or so and talk about what the world wants from us and that is the world of branding so you almost something about branding and branding branding isn't... Read More

Key Insights

• ❓ Branding is not about what companies say about their brand, but about what customers say about it.
• ✊ The power in branding has shifted from companies to customers, making it crucial for companies to understand and respond to customer perceptions and opinions.
• 👯 Creating a tribe is essential for successful branding, as people want to belong to something and being part of a tribe amplifies brand loyalty and advocacy.
• 💨 Enabling greatness in customers by helping them find meaning in their lives is a powerful way to create a strong and loyal customer base.
• 🏛️ Building a framework for customer stories and providing touchpoints that support the brand's values and purpose are essential for successful and authentic branding.
• 🥺 Loyalty and customer commitment are highly valuable for brands, with even a small increase in loyal customers leading to a significant increase in profits.
• 🤩 Intangible value and symbolic meaning are key aspects of branding, with customers willing to pay a premium for brands that align with their identities and values.

Questions & Answers

Q: How did the speaker's book become successful?

The speaker's book became successful after being uploaded to SlideShare, where it gained 23 million views. This allowed the speaker to change the conversation about branding, leading to a new understanding of branding as a customer's gut feeling about a company.

Q: How has power shifted in the world of branding?

Power has shifted from companies to customers. Brands are no longer created or defined by companies, but by the perceptions and opinions of customers. It is important for companies to listen to and understand their customers in order to successfully navigate the modern branding landscape.

Q: How can companies enable greatness in their customers?

Companies can enable greatness in their customers by helping them find meaning in their lives. By understanding what customers are trying to accomplish and providing products or services that align with their goals and values, companies can empower customers to achieve their own version of greatness.

Q: Why is it important for brands to create a tribe?

Brands should create a tribe because people want to belong to something. By fostering a community of like-minded individuals who share values and beliefs, brands can create a sense of safety, success, and identity for their customers. This tribe becomes a powerful force in spreading brand loyalty and attracting new customers.

Summary & Key Takeaways

• The speaker shares their experience with branding and how their book became a success through word-of-mouth and online sharing.

• They explain that branding is not just about logos and marketing, but about the customer's gut feeling towards a company, service, or product.

• Ten observations about branding are discussed, including the shift of power from companies to customers, the importance of belonging to a tribe, and the necessity of creating a framework for customer stories.