How The Environment Can Boost Your Career & Your Values

The #COP21 Climate Change International Conference going on in Paris this week is big news. Well at least for creating headlines and soundbites. But how does an individual look at this type of activity and relate to what they are doing on a day to day basis or how this impacts their job? A poll by […]

Do you really not want me to endorse you?

Time to confess. Not all my connections on LinkedIn are people I know well or have worked with. So I do get a little surprise when someone endorses me for a skill that they have not directly experienced or seen me display. When you are building out your profile LinkedIn will tell you that listing your […]

The Brand Flip (New Riders, 2015)

Is It Finally Time to Flip Your Brand?

Brand Flip

“A brand isn’t what you say it is, its what they say it is” - Marty Neumeier

We are yet to see the full fall out, loss in revenue, court cases but more importantly long term brand damage from the Volkswagen emissions fraud. What is certainly clear is that the leaders at the company had lost sight of the new reality in branding.

They were of the old belief that short-term profits and revenue and what they determined was right for the brand was the way to build the business.

In his latest book, “Brand Flip” Marty Neumeier tells us that this is no longer the case. The book takes many of his earlier thoughts from a book series, especially from The Brand Gap and Zag, and applies to brands the background of technology and social media that was not around, or at least so prevalent, when those two books were written.

Brands can still be highly successful and profitable, so branding continues to be very relevant, but now with social media the future of those brands and the companies connected to them is in the hands of the consumer. What Seth Godin called Tribes and in fact Marty wrote about first in The Brand Gap.

There are 10 new realities to consider;

  1. Power has shifted from companies to consumers.
  2. People are not focused on products but meaning.
  3. Customers buy products to build their identities.
  4. They hate being sold but they love to buy.
  5. They buy in tribes to feel safe and successful.
  6. The battle is no longer between companies but tribes.
  7. The company with the strongest tribe wins.
  8. Tribes are connected through technology.
  9. Brands need to flow through multiples technologies.
  10. The most successful brands are not static but fluid.

The book offers more than an insight in to what is happening with brands. Through 18 chapters it offers up ‘flips’, something we have expected in business but now has been changed and impacted by technology, as to how a brand can build those all important relationships with its consumers.

The chapter on Purchase Funnel versus Brand Ladder outlines the need to move away from just a short term revenue and profits focus to longer term brand building and development through the customer. It offers an excellent suggestion as to how to measure how far toward the consumer ‘owned’ brand you are currently. The rest of the book gives you the steps you will need to take to achieve brand Empowerment at the top of the ladder.

I have been a member of Marty’s tribe ever since reading The Brand Gap. Now with The Brand Flip he takes all the past wisdom and packages a solution for the new brand reality. A must read for any marketer, brander or business owner.

Emoji’s on LinkedIn – What Were You Thinking?

Don’t hit return too soon! On September 1st this year LinkedIn began rolling out a completely re-designed messaging feature on its platform. Their official blog announced it”New Messaging Experience Comes to LinkedIn”. After a few initial glitches and confusion, as expected with most new product features or upgrades, it now seems to be embraced and […]

What Do You Think of Stephen Harper’s LinkedIn Profile?

Even with our recent election here in Canada and the continuing barrage of media coverage for the Presidential race down in the US (still a year away!!) I still do not tire of reading about politics. It may be my British upbringing, but I have always been interested in the subject, at local, regional and […]

LinkedIn Wants to Send You More E-mails

One reason professionals choose not to get involved with LinkedIn is that they feel they get bombarded with e-mails. Apparently there are over 25 different settings to determine how LinkedIn can send e-mails to you so I know it may be hard to believe but LinkedIn really does only want to send you e-mails that you want. We […]

Can Your LinkedIn Profile Become Your Obituary?

My Dad, like most English people, was a huge newspaper reader. He always said he checked the obituaries on a daily basis. If he wasn’t mentioned he got on with his day! The UK has more daily newspapers than most countries have magazines! If we had a blue recycling box back in my childhood, we […]

The #1 Mistake (Nearly) Everyone Makes on LinkedIn and What to do About It.

If someone is going to search for your name on Google are they going to type in First Name, Last Name and a series of random letters and numbers?  Of course not! Then why do you continue to label your professional profile on LinkedIn this way? What most people do not realize is that you […]

5 Personal Brand Lessons You Can Learn From Halloween That Are Not Scary

Halloween never used to be a big celebration for me growing up in the UK. In fact it was never even on our radar as kids. The big fall event for us was always Guy Fawkes Day on November 5th. This is a typically British, slightly twisted, celebration of attempts to blow up the government […]

5 Things You Can Do This Morning to Boost Your Personal Brand & Career

The popular military call in the morning “Rise and Shine” is most commonly thought to refer to the ‘rise’ – rousing your self from your sleep and ‘shine’ referring to the need to clean your boots until they are shiny. Over the years the term has been adapted more to refer to getting up and […]