Das Fundament. Zum Nachlesen.
Three books by Marty Neumeier. The German editions are Marcel’s. If you want to know what the method stands on, start here.
THE BRAND GAP has been read over 20 million times. The German editions of all three books are Marcel’s.
What is in them underlies every session and every sprint. Der Unterschied: Im Buch lest ihr das Prinzip. Im Sparring wendet ihr es auf euer Geschäftsmodell an.
How strategy and brand become one thing instead of two departments working past each other.
THE BRAND GAP came out in 2003 and has been read over 20 million times. It bridges business strategy and what customers actually experience. This is where the thinking starts.
Differentiation, collaboration, innovation, validation, cultivation.
but your customers’ gut feeling.
Both sides speak the same language afterwards.
From sameness to singularity: the exact opposite, as a whole book.
ZAG takes the first of the five disciplines, differentiation, and goes deep. “When everybody zigs, ZAG.” Listed among the 100 best business books of all time.
Why being different is the only way to be noticed in a crowded market.
How you find, shape and keep renewing your zag.
You do not build your brand. Your customers build it, with you.
THE BRAND FLIP turns the view around: away from the company, towards the customer. And it answers why your brand is no longer yours alone.
You do not decide what your brand stands for, the people who buy from you do.
Strong brands start with who their customers want to be.
Why loyalty comes from identification, not from discounts.
The Meaningful Startup
Marcel’s own book. It is about how startups have to think today in order to challenge their market tomorrow.
Und hier kommt ihr ins Spiel:
Marcel writes for founders, and he writes it with them. Beta readers from the scene read every chapter in advance. The aim is a book that genuinely helps startups.
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