Brand Flip Workshop

One-day workshop with Marty Neumeier


In this fast-paced workshop, brand expert Marty Neumeier will help you make the leap from designing experiences to designing customers.


About this Event

This hands-on event will show you how to design brands that matter. People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets designed and how it gets delivered. They’re willing to roll up their sleeves and help out—not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services.

At the center of the workshop is the Brand Commitment Matrix, a simple framework for positioning your brand against the competition. You’ll build out four key components of the matrix, including your brand’s “onlyness”—the most powerful way to make any brand more strategic and dramatically increase your value as a designer.

No preparation is required for this workshop. Just bring your own brand or the brand of a client to work on.

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Marty Neumeier

Marty Neumeier is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of "whiteboard" books includes ZAG, named one of the "top hundredbusiness books of all time," and THE DESIGNFUL COMPANY, a bestselling guide to nonstop innovation.

An online presentation of his first book, THE BRAND GAP, has been viewed more than 22 million times since 2003. A sequel, THE BRAND FLIP, lays out a new process for building brands in the age of social media and customer dominance. His most recent book, SCRAMBLE, is a "business thriller" about how to build a brand quickly with a new process called agile strategy.

In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation.