What is the New Brand Model? How does it work? - The questions I was eager to find answers to and did so during the process of creating my thesis work.
To achieve the goal, I explored a new way of brand building, depicted by Marty Neumeier in his book The brand flip: why customers now run companies and how to profit from it. I followed the book’s theory in order to implement the New Brand Model (from this point on referred to as NBM) in a real-life branding case for a local Flowers & Lifestyle Store, named Florencia.
An important part of my brand building process was customer engagement, which in the end was achieved through voting, interviews and workshops among other means.
Customers built Florencia’s new brand. Me, Myself and my Thesis Work were to assist and document the process, leaving the rest to them
