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Zag: The Number One Strategy of…
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Zag: The Number One Strategy of High-Performance Brands

by Marty Neumeier

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You cannot rate a business book the same way as a work of fiction. Yet, I think 4 stars are appropriate for this book. It's different, more to the point and more engaging to read than other business books, even other marketing books.

You'll finish it in only a few hours and definitely get something useful out of it if you're a business owner or working in a brand marketing department. ( )
  bbbart | May 30, 2015 |
I included this book in my book: The 100 Best Business Books of All Time. www.100bestbiz.com. ( )
This review has been flagged by multiple users as abuse of the terms of service and is no longer displayed (show).
  toddsattersten | May 8, 2009 |
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Amazon.com Product Description (ISBN 0321426770, Paperback)

"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.

(retrieved from Amazon Thu, 12 Mar 2015 18:20:34 -0400)

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