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ZAG: The #1 Strategy of High-Performance Brands, Mobipocket
 
 

ZAG: The #1 Strategy of High-Performance Brands, Mobipocket [Kindle Edition]

Marty Neumeier
4.8 out of 5 stars  See all reviews (5 customer reviews)

Print List Price: £18.99
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Kindle Edition, 20 Sep 2006 £11.22  
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Product Description

Review

“Each of [Neumeier’s] books is excellent, but ZAG is revolutionary.”
JACK COVERT AND TODD SATTERSTEN, FROM THE 100 BEST BUSINESS BOOKS OF ALL TIME

“You already know that this book has the best title of any marketing book in a generation. What you don’t know is the details of the Intrusiveness Death Spiral and what to do about it. This little book ought to help. A lot.”
SETH GODIN, AUTHOR OF SMALL IS THE NEW BIG

“Here’s a practical field guide on how to create and grow a world-class brand, so no more excuses—read it now and start zagging.”
KIP KNIGHT, MARKETING VICE PRESIDENT, EBAY

“The revolution needs passion, imagination, and a dangerous handbook. Here
it is, born in the trenches yet written with enough verve and imagination to get you out of them—fast.”
BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR, OGILVY

“A big idea surrounded by 17 practical steps and presented in a delightful style.  The presentation alone is worth the price of the book.”
DAVID A. AAKER, VICE CHAIRMAN, PROPHET, AUTHOR OF BRAND PORTFOLIO STRATEGY

“Awesome book—even better than THE BRAND GAP. It arrived at my desk like a familiar but new friend.”
ROD SWANSON, DIRECTOR OF BRAND INTEGRATION, ELECTRONIC ARTS

“There are two strategy choices: Do what everyone else is doing, only better, cheaper, or faster. Or do something different and truly distinctive. Marty Neumeier offers essential insights into how to do the latter.”
PROF. RON SANCHEZ, COPENHAGEN BUSINESS SCHOOL, CO-AUTHOR OF THE NEW STRATEGIC MANAGEMENT

"ZAG is the new GPS for marketers. Clear, crisp directions for building strong brands and keeping them fresh and relevant. Read it before your competition does and stay one zag ahead.”
GARY ELLIOTT, VP BRAND MARKETING, HEWLETT-PACKARD

“Never has one author jammed so many good ideas into so few pages as Marty Neumeier has.”
AL RIES, AUTHOR OF THE ORIGIN OF BRANDS

"It is part manifesto, part practical handbook, and you can read it between LaGuardia and Logan.”
BUSINESSWEEK

Product Description

"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

  • Format: Kindle Edition
  • File Size: 1613 KB
  • Print Length: 192 pages
  • Simultaneous Device Usage: Up to 5 simultaneous devices, per publisher limits
  • Publisher: New Riders; 1 edition (20 Sep 2006)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00142KPZ8
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: #162,513 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
6 of 6 people found the following review helpful
5.0 out of 5 stars How to "zag" when everyone else "zigs" 28 Jun 2007
By Robert Morris TOP 100 REVIEWER
Format:Paperback
In a previous book, The Brand Gap, Marty Neumeier explains how companies can bridge the gap between business strategy and customer experience, noting that brand-building isn't a series of isolated activities; rather, it is a complete system in which five disciplines - differentiation, collaboration, innovation, validation, and cultivation - "combine to produce a sustainable competitive advantage. " His intent in Zag "is to zoom in on differentiation to reveal the system within the system."

Initially, he observes that the human mind deals with clutter the best way it can: by blocking it out. As a result, "the newest barriers to competition are the mental walls that customers erect to keep out clutter. For the first time in history, the most powerful barriers to competition are not controlled by companies, but by customers. Those little boxes they build in their minds determine the boundaries of brands." (Thomas H. Davenport and John C. Beck also have much of value to say about these boundaries and barriers in The Attention Economy: Understanding the New Currency of Business.) In his latest book, Neumeier explains how to overcome these barriers with radical innovation - "the engine for a high performance brand" - that requires mastery of four disciplines:

1. Finding your zag
2. Designing your zag
3. Building your zag
4. Renewing your zag

Everything begins with identifying the zag. That is, offering something that combines the qualities of both good and different. "When focus is paired with differentiation, supported by a trend, and surrounded by compelling communications, you have the basic ingredients of a zag."

OK, but how to do that? Neumeier provides a design process that consists of 17 checkpoints, each formulated as a question.
Read more ›
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6 of 6 people found the following review helpful
5.0 out of 5 stars Having the courage to be different 9 Nov 2006
By david
Format:Paperback
If you type Branding into Google, you will find 1,330,000 references. Everyone knows about it, talks about it, but few have created a successful brand and can explain to others how they did it. Marty Neumeier has and can. He explains how to do it in simple stages avoiding jargon and confusion. This is not a 'padded' book, I read it in two sittings.

He writes beautifully with a full knowledge and appreciation of the next question on the reader's lips.

I particularly liked how he used the running example of a fledgling company throughout the book, bringing to life its stage by stage growth and illustrating how ground-breaking differentiation was achieved.

This is an essential book for designers and clients who need to demystify the branding process, and it will help them generate the vision and courage needed to create a unique brand.
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4.0 out of 5 stars Four Stars 15 July 2014
By PI
Format:Paperback|Verified Purchase
Informative read
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5.0 out of 5 stars Zag A strategy for high performance brands 28 Oct 2011
Format:Paperback
Zag - rocket fuel for the would be tycoon. Everything about the book is appealing and well worth a read if you are trying to establish a niche in the market.
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5.0 out of 5 stars Best Brand Book I've Ever Read 12 May 2011
By Daddy-O VINE VOICE
Format:Paperback|Verified Purchase
I was recommended this by a colleague who's worked in branding for a number of years. Unlink lots of other books in this space, ZAG is very real and practical. I've come away with a number of very useful "tests" which I can use to check what I'm doing and why I'm doing it. I'm going to re-buy it once I get my Kindle.
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Popular Highlights

 (What's this?)
&quote;
In a marketplace of me-too offerings, people don't seek features and benefits so much as tribal identity. "If I buy this product," they seem to ask, "what will that make me?" &quote;
Highlighted by 76 Kindle users
&quote;
WHAT is your category? HOW are you different? WHO are your customers? WHERE are they located? WHEN do they need you? and WHY are you important? &quote;
Highlighted by 65 Kindle users
&quote;
WHEN FOCUS IS PAIRED WITH DIFFERENTIATION, SUPPORTED BY A TREND, AND SURROUNDED BY COMPELLING COMMUNICATIONS, YOU HAVE THE BASIC INGREDIENTS OF A ZAG. &quote;
Highlighted by 64 Kindle users

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