Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment.

In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out–not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services.

At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?

畅销品牌专家Marty Neumeier向您展示了如何从公司驱动的过去向消费者驱动的未来跨越。您将学习如何将您的品牌从提供产品转变为提供意义，从价值保护转变为价值创造，从基于成本的定价转变为关系定价，从细分市场转变为品牌部落，从客户满意度转变为客户授权。
在Neumeier撰写《品牌差距》（the Brand Gap）的13年里，社交媒体的影响力证明了他的核心理论：“品牌不是你说的那样，而是他们说的那样。”人们不再是消费者、细分市场或大数据中的小插曲。他们不买品牌。他们加入品牌。他们希望投票决定生产什么以及如何交付。他们愿意卷起袖子，伸出援手——不仅通过向朋友宣传品牌，还通过贡献内容、志愿创意，甚至销售产品或服务。
在这本书的中心是品牌承诺矩阵，一个简单的工具，组织六个主要组成部分的品牌。你的品牌社区就是你的部落。你将如何领导它？