July 2015
Intermediate to advanced
160 pages
2h 52m
English
Content preview from The Brand Flip: Why customers now run companies and how to profit from it
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TRANSACTIONS ↬ RELATIONSHIPS
A sale requires a single transaction. A brand requires thousands or even millions of transactions, plus a huge number of relationships. To manage these relationships, you need to master the complex machinery of brand building. “Master” may be too strong a word, since no one can fully master such a creative, dynamic discipline. You’ll occasionally get confused by all the cables, levers, meters, dials, and switches.
My advice? Keep it simple. Start with a document that maps out the basic contract between you and your customer. Then build it out element by element, move by move. With each new element or move, go back to the original contract and make sure you haven’t violated its terms. If your brand effort gets off ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.