ZAG: The #1 Strategy of High-Performance Brands

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More About This Book

Overview

"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.

Product Details

  • ISBN-13: 9780321426772
  • Publisher: Peachpit Press
  • Publication date: 10/4/2006
  • Pages: 178
  • Sales rank: 104,343
  • Series: One-Off Series
  • Product dimensions: 5.28 (w) x 8.02 (h) x 0.54 (d)

Meet the Author

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

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  • Anonymous

    Posted July 15, 2010

    I absolutely Love this book!!!!!We have utilized this book to our full potential for Flirt Energy.com

    When I was branding my product, I was suggested to read ZAG! I have followed the model throughout. There is a section that describes The Cooper from BMW launching in a market of all Huge suv's ,like The Hummer. The Cooper made it! Hummer is selling out. The part about entering a market - not confusing the customer hit home to me and my Flirt Energy! By no means are we confusing the consumer- Flirt Energy is full of all the B vitamins, antioxidents, Folic acid and -biggie DHA. we ARE ZAGGING THE MARKET- TOTALLY. >LOVE THE BOOK!!!!!

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