Brand Flip: A Conversation with Marty Neumeier

Brian Sooy • July 25, 2017

Join Brian Sooy and Marty Neumeier as they discuss “The Brand Flip,” a whiteboard overview of how customers now run companies, how you can profit from it, and create more loyalty with your customers.

Brand Flip with Marty Neumeier EveryBody Brands Podcast

I can’t imagine: Does the world needs another article or book on branding?” – Blair Enns from the “Two Bobs” Podcast

The answer is yes if Marty Neumeier writes it.

The Brand Gap . Zag. The Designful Company. With each new book, Marty Neumeier redefines the function of brand and its influence on your customers.

The Brand Flip defines how your customer’s influence (and own) your brand. As often as brand managers and communication professionals like to think a brand is all about an organization (it's not), Marty’s insights and experience prove we have a long way to go in understanding the discipline of brand management.

In Brian and Marty’s conversation about “The Brand Flip,” you will hear insights on the new reality of customers and their relationship with your company and brand:

A business only has one valid purpose, to create a customer.” — Peter Drucker

Marty and Brian acknowledge the role that influencers play in our lives and thinking:

Our work is a synthesis of what we’ve learned before until we start to find our own voice.”

Not everyone is your ideal customer:

You should have sort of an idea of who your ideal customer is. Not every customer, just the one, the most ideal one.”

As you pursue your ideal customer, you must speak to them with one voice:

You shouldn’t have the same brand addressing two audiences because that’s the rule. One brand per audience or one brand per tribe.”

Do you need to increase revenue? Brian and Marty also discuss why and how design is a competitive resource for your company or cause.

On average, profits are 25% higher for companies with a design focus, depending on the industry.”

Look for the EveryBody Brands Podcast for insights to help you engage your customers and transform your culture by flipping your perspective on what it means to create and nurture a meaningful brand.

Do you have a hard time explaining what your company does or why your brand matters to people?

If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.

Get a Free Comprehensive Marketing Assessment

Take the Free Assessment

Stop hoping your marketing will sort itself out.

  1. Complete this free assessment in 15 minutes.
  2. Review your custom report (and schedule a 30-minute review) to diagnose what’s happening.
  3. Create an action plan to get your marketing back on track.
A man in a blue hoodie is standing in front of an orange background.

Don’t Just Sell a Product, Sell a Process

By Brian Sooy • January 24, 2025
In this episode of the Everybody Brands Podcast, Brian Sooy and guest Zach Hoskins discuss Zach's perspective on sales.
A white line graph on a blue background shows a rising trend.

Five Alternative Strategies for New Customer Growth

By Brian Sooy • January 20, 2025
By connecting every touchpoint to revenue, we finally answer the eternal question: “What’s driving sales?” This clarity transforms how we optimize campaigns.
Brett Baker is sitting in a chair and looking at the camera.

Faith, Family, and Freedom with Brett Baker

By Brian Sooy • October 12, 2024
Co-founder Brett Baker joined Brian Sooy to talk about the virtual staffing business and the great things VAUSA® does for its employees, the military community, and clients.
Show More
Share by: