Why Facebooks Job Feature is Good News for LinkedIn

LinkedIn has constantly suffered from the label and perception that it is a glorified resume bank versus an integrated and engaging network. The intention of the much-criticized new desktop user interface was to increase engagement and use of the platform. However with numerous glitches, ‘deprecated’ features (a term LinkedIn likes to use to explain retired […]

5 Superbowl Lessons for Your Personal Brand

Companies that ‘invested’ in an ad for this year’s Superbowl were paying $5 million for 30 seconds, that’s over $160,000 per second and then up to an additional 25% was being spent on advertising to promote the advertisement! This great cartoon from Tom Fishburne at Marketoonist.com sums it all up. Check out his previous Superbowl […]

The One Question I Always Get on Personal Branding

7 Steps to keeping your personal brand alive and authentic in 2017

Image Fast Company Magazine August 1997 Next year will see the 20-year anniversary of the Fast Company magazine article “The Brand Called You” by Tom Peters. This was two years before his book series, which included “Brand You 50” were published. Most recognize the article as the ‘birth’ of personal branding or at the least […]

Does Your Personal Brand Have a Purpose?

The Inukshuk is a symbol that has always resonated with me – “A guide for the right direction”. Sometimes one of the hardest parts of the work in defining your personal brand is identifying your purpose. Mother Theresa was a great example of someone with a purpose- to help the poor in Calcutta. Another is […]

What Every Smartphone Owner Ought To Know About Personal Branding

In recent weeks we have seen two very different brand stories when it comes to the latest smartphones. The launch of the iPhone 7 has been accompanied by all the pre-launch build up that Apple does so well and that leads to increased demand. We have seen images of the ‘Apple Junkies’, who have already […]

Learn To Personally Brand From The Worlds Greatest Olympians

With the Olympics, the great thing about living in one country and coming from another is I get to cheer for both, because I have double the chance of celebration. Go Canada, Go Great Britain! Having worked with a number of former athletes, the Olympics give me the opportunity to witness great triumphs and disappointments […]

Stop! This Conference Guerrilla Information Could Change Your Life

The following story is an example of how the actions recommended in this series of articles can work for you. Whilst they are intended mostly for longer conferences they can apply and work equally well to one off events. How to be a Conference Guerrilla – Part 1 – Pre-Conference can be read here.  In […]

What the LinkedIn Acquisition by Microsoft Might Mean to You

There had been rumours in the past of LinkedIn seeking strategic partners or an acquirer, with several technology companies being the possible ‘one’.  Yesterday saw the news that the successful one will be Microsoft. My initial thought is I hope this has positive results for many of the areas that LinkedIn seems to be falling short on with […]

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.