A brand is owned by the customers who draw meaning from it. In his new book The Brand Flip, Marty Neumeier shares 10 new realities for brands, where customer identity, not company identity, takes precedence. He writes, “The primary good that a company can offer its customers is empowerment. The best brand builders see greatness in their customers, and figure out ways to enable it.” Drawing on his decades of experiences in developing brands for some of the biggest names in retail and technology, Marty will offer his insights for the higher education sector.
In this episode of Marketing Live, Rob Zinkan hosts an exclusive interview with Marty Neumeier. Tune in live as they discuss the implications for higher ed and how colleges and universities can position themselves for the “meaning economy.”
Rob ZinkanRob Zinkan has been with Indiana University for 16 years and is currently in a system-wide role as associate vice president for marketing, where he works to develop, deploy, and champion the university’s brand strategy; leads Indiana University’s full-service internal marketing agency; and acts as marketing liaison to IU’s two core campuses’ (IU Bloomington and IUPUI) leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and serves on the conference committee for the AMA Symposium for the Marketing of Higher Education.
Mary Neumeier is director of transformation at Liquid Agency where he helps some of the world’s most amazing companies become even more amazing. He is a best-selling author and lectures all over the globe about the role of creativity and innovation in the creation of relevant and meaningful brand experiences.
His latest book, The Brand Flip, is the long-awaited sequel to The Brand Gap. It offers a simple formula for addressing the changes brought by social media and the rising power of customers. Another book, ZAG, was named one of the “100 Best Business Books of All Time.”