Zag: The Number One Strategy of High-Performance Brands

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Peachpit Press

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Studio: Peachpit Press
Theatrical Release Date: Dec 31, 1969
DVD Release Date: Dec 31, 1969
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ASIN: 0321426770
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Sales Rank: 7891

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Editorial Review from Product Description:

"When everybody zigs, zag," says author bMarty Neumeier/b in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of Neumeier'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:br br - why me-too brands are doomed to failbr - how to "read" customer feedback on new products and messagesbr - the 17 steps for designing ?difference? into your brandbr - how to turn your brand?s ?onliness? into a ?trueline? to drive synergybr - the secrets of naming products, services, and companiesbr - the four deadly dangers faced by brand portfoliosbr - how to ?stretch? your brand without breaking itbr - how to succeed at all three stages of the competition cyclebr briZAG /iis 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.br br

Amazon Customer Reviews:

0 of 0 people found the following review helpful:

great high level branding introduction, 2008-10-30
This book provides a great introduction to branding concepts and strategies. It includes very succinct, actionable points to evaluate your current position in the market or shape a new brand from the ground up. br / br /It is a self-described quick read for a 2-4 hr plane ride. This is perfect for a high level introduction, but if you want an all-encompassing text on marketing history, practices, and strategies look elsewhere.

0 of 0 people found the following review helpful:

Excellent, 2008-09-05
Nutshell review - This is a great little book which ranks right up there with "Positioning, the Battle for your Mind" by Al Ries and Jack Trout. Get this book, find your Zag, and fire-up your brand.

0 of 0 people found the following review helpful:

Wonderful Ideas, 2008-08-29
This is a power-packed little volume. Lots of meat and very few trimmings. It offers action steps, and more important, suggests attitude changes. I passed it around to my leadership team.

0 of 0 people found the following review helpful:

ZAG . . .to the front of the competition, 2008-08-15
Building brands is what my company does I have read MANY books on the subject and Marty, with runners on 1st, 2nd and 3rd base in the bottom of 9th inning, blasts one over the fence with his book! An easy and short read yet packed full of invaluable information on getting out of the starting blocks on the right track when it comes to building your brand. He speaks effecitvely on what that means and how to do it. It not only reads well but pictorially it's a winner. Visually he always brings the point home. Al Reis's the 22 Immutable laws of branding was my #1, now this has inched its way to the forefront of my favorite reference books in this area. Bravo Marty, bravo!

0 of 0 people found the following review helpful:

Very Interesting, 2008-05-09
A very interesting book, shows everybody a different side of Marketing conceptualization. Gives the oportunity to go step by step in a creation of a brand in such a way that makes it different to all other brands, and create loyalty in consumers towards your brand. br /Highly recommended.