What is your LinkedIn score?

When LinkedIn was first launched back in 2003 it was very much set up and viewed as a resume posting network. It was very focused on job search and being used by recruiters and hiring managers. This is no longer the case. Now more people are using LinkedIn for sales, business development, thought leadership, funding […]

Have You Made These Changes to Your LinkedIn Profile?

The chances are that 4 out of 5 of you reading this right now have not made my recommended five changes to your profile that improves your personal brand. If you are on my weekly LinkedIn tips newsletter then the chances are you have, because they are the actions I outlined in my5 Steps to Boosting Your Presence […]

Don’t Disappear – 5 MUST DO Actions With Your LinkedIn Profile

The new year can bring many new opportunities and openings. As a professional the chances are that at some point your LinkedIn profile is going to be looked at as part of the diligence process. Is it communicating the best of you?  Here are 5 actions you should take this month to ensure your profile […]

What if LinkedIn Changes the Rules?

If you have spend any time on other social networks, especially Facebook and Twitter you will know that they change how you interact and what happens to your information on a regular basis. Also you do not really own your connections there because its hard to get a copy of them. This is not the […]

How to spot a fake profile looking to connect on LinkedIn

You might be doing the same, without knowing.  A well taken and professional looking headshot is the first thing you notice when someone reaches out to connect on LinkedIn.  But just a cursory glance often makes you realise it is from one of the stock-photo services or a magazine which immediately makes me suspicious. Now not saying […]

Proven remedies to stop holding yourself back from your #1 priority

After living away in Bermuda for a year, this summer my two teenage kids moved back to live with me full time. I am so happy to be a more constant part of their lives, especially at such an important stage of their development. I thought my priorities had changed. For the first three months […]

How Greening Your Business Can Boost Your Career & Your Values

The #COP21 Climate Change International Conference going on in Paris this week is big news. Hopefully for more than just creating headlines and soundbites. But how can you personally relate to environmental issues to what you on a day to day basis or how this impacts your job? A poll by the job board Monster.ca, found that 81% of Canadians […]

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.