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Paperback
Publisher: Peachpit Press
ISBN13: 9780321426772
Condition: NEW
Notes: Brand New from Publisher. No Remainder Mark.
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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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| Brilliant! Buy it. |
| Customer Rating: 5 out of 5 |
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This is a fantastic book! 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. Both books are very concise yet more informative than any other that I've read on the subject. Neumeier can convey in a picture what other experts struggle to convey in 200 pages. I found myself wanting to highlight the whole thing. I highly recommend reading both books.
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| Buy it. |
| Customer Rating: 5 out of 5 |
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If you are reading reviews you are wasting time. Buy this book. While you are at get the Brand Gap, too.
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| Zag: The word alone describes thus book's approach |
| Customer Rating: 5 out of 5 |
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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. With his succinct approach you can quickly establish " Our brand/product is the only _____that ____." Then you can zag.
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| Marty has done it again! |
| Customer Rating: 4 out of 5 |
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If you loved The Brand GapThe Brand Gap: Expanded Edition, as I did, you'll also love Zag. Marty makes the complex clear, and helps those whose need to get a good message out succeed.
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| Easy reading, some interesting concepts |
| Customer Rating: 4 out of 5 |
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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. For me one of the key things marketers have to fulfill is to be more corageous to have more ZAG brand stories.
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