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The Brand Flip: Why customers now run companies and how to profit from it by Marty Neumeier

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DECIDING Image DESIGNING

You can’t DECIDE a great customer experience. You have to DESIGN it. Designing is the only way to create a vibrant set of touchpoints that enable customers to fully engage with your brand. Unfortunately, most of us were trained for the DECIDING mode. We were taught to memorize, analyze, debate, and defend. These are valuable skills, but to excel at creative tasks we also need to imagine, intuit, visualize, and prototype. The designing mode is what flips branding from mere mimicry to strategic differentiation.

Let me say right from the top that brand experience is the province of pros. Very few great touch-points have been designed ...

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