In the 13 years since Marty Neumeier wrote 'The Brand Gap', the gulf between business strategy and customer experience has finally begun to shrink. Many companies have bridged the gap to build powerful brands, radically differentiating their products and doubling down on design. But even the most successful haven't read the full memo. The rise of branding, now fueled by social media, has placed the future of companies firmly in the hands of customers. This is the brand flip, a pan-industry judo throw that's taking down some companies and raising others to the status of superstars. In this book, Neumeier shows you how to make the leap to a consumer-driven future using a mixture of advice and tools presented in a lively graphic format.