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Zag: The Number One Strategy of High-Performance Brands
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MSRP: $24.95
Your Price: $16.47
Savings: $ 8.48 ( 34% )
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Manufacturer: Peachpit Press
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Additional Zag: The Number One Strategy of High-Performance Brands Information
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"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn:
- why me-too brands are doomed to fail
- how to "read" customer feedback on new products and messages
- the 17 steps for designing “difference” into your brand
- how to turn your brand’s “onliness” into a “trueline” to drive synergy
- the secrets of naming products, services, and companies
- the four deadly dangers faced by brand portfolios
- how to “stretch” your brand without breaking it
- how to succeed at all three stages of the competition cycle
From the back cover:
In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation.
ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.
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What Customers Say About Zag: The Number One Strategy of High-Performance Brands:
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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.
For me one of the key things marketers have to fulfill is to be more corageous to have more ZAG brand stories. I think the Zag concept and the diverse steps to complete it is an interesting concept. There are some new ideas and some old ones that are well articulated.
That's it, author lets you discover/detect the hidden issues in branding, but offer no help in how to solve such issues, you read a lot things like "If you can't do ______ then start over", Author theories is well presented, but even his applications/suggestions is a bit weak.but still, useful book and fun to read
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