Selected Product:
| Zag: The Number One Strategy of High-Performance Brands
Paperback
Edition: 1
Author: Marty Neumeier
Publisher: Peachpit Press
Release Date: 2006-09-30
ISBN-10: 0321426770
ISBN-13: 9780321426772
List Price: $24.95
Average Customer Rating:
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Summaries and Customer Reviews are supplied by Amazon.com
"When everybody zigs, zag," says author Marty Neumeier 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:
- 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
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.
great high level branding introduction
| Customer Rating: | 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.
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. |
Excellent
| Customer Rating: | | 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. |
Wonderful Ideas
| Customer Rating:  | | 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. |
ZAG . . .to the front of the competition
| Customer Rating: | | 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! |
Very Interesting
| Customer Rating: | 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.
Highly recommended. |
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