|
So, is it ok now to almost cut & paste other works as long as you mention them in the appendix. Drop a little Aaker into the mix and you have ZAG. They are all ideas from other authors, whom surprisingly recommend the book, when they should instead be suing Neumeier for plagiarism. Is this an editorial marketing ploy.If you are not bothered by this, then go ahead and buy the book. Then he spends a good time explaining how the consumer has a specific mind niche for each category, a concept that is present in the 1980 book "Positioning", by Ries and Trout. I guess if the author had stated clearly that this book was a pastitsio, or a mix of other marketing books, I could actually give it 4 stars.
However, the book doesn't bring ONE new idea into the stage. I am mesmerized, because the author recommends these very books he got all the ideas from, in the end of his text. Indeed, it is a great short summary of marketing common sense, and one which I could easily refer students to. He uses Godin's "Tribes"concept a lot. It is an easy read and the ideas are useful. The core of the book is a check list from the company's mission to communication to the points of contact with the customer, much like a homework marketing managers should be doing already.
The very concept of ZAG, a catch word if there was ever one, is the same as Seth Godin's Purple Cow: a unique differentiation concept that would put you ahead of the competition.
Both books are very concise yet more informative than any other that I've read on the subject. I found myself wanting to highlight the whole thing. This is a fantastic book. Neumeier can convey in a picture what other experts struggle to convey in 200 pages. I highly recommend reading both books. Truly. I'm not one to write reviews but I was so impressed with Zag and The Brand Gap (one of his other books) that I felt compelled to write one.
While you are at get the Brand Gap, too. If you are reading reviews you are wasting time. Buy this book.
With his succinct approach you can quickly establish " Our brand/product is the only _____that ____." Then you can zag. A flight-time read with a couple decade's worth of info. Neumeier defines Zag, builds the business case and gives you a step by step to creating or reestablishing a strong brand.
Marty makes the complex clear, and helps those whose need to get a good message out succeed. If you loved The Brand GapThe Brand Gap: Expanded Edition, as I did, you'll also love Zag.
|
