Zag: The #1 Strategy Of High-Performance Brands
ISBN: 0321426770
EAN13: 9780321426772
Language: English
Release Date: Sep 1, 2006
Pages: 192
Dimensions: 0.63" H x 7.95" L x 5.2" W
Weight: 0.44 lbs.
Format: Paperback
Select Format Format: Paperback Select Conditions Condition: Good


Format: Paperback

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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 Read More chevron_right

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Book Reviews (9)

  |   9  reviews
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   To The Point Easy Read Marketing Strategy Book
ZAG, while everyone else would be ZIGS the headline to this wonderful marketing strategy book. This book is every bit as concise and to the point, there is business strategy on creating a brand. The author has purposely made the book a short read and I appreciate it. It takes a lot of unnecessary information and retains exactly what is needed. Great examples, great references for further study and letting you know that your business strategy needs to be sharp and focused like a sword. There are concepts in this book for all businesses, from established brands looking to grow to businesses looking to innovate and entrepreneurs. If you are interested in learning more about brand identity and strategy, this is the perfect book as a starting point for all.
   A must have reference book for all business people
One of the most direct, well communicated and immediately applicable handbooks of brand building, brand loyalty building and buyer building principles I have ever read. A superior companion to the 22 immutable laws of branding ( which were not really immutable '' on the way ) of Al Ries and Jack Trout. This is a must have reference book for all business people, whether it is related to marketing or not. In some way, every job is related to the success of a product in any business.
   Full of common generalities and no details.
Don 't waste your money. Heck, I should write a book that tells you to find something unique about a product and not go into details of the process... that is this book. Zag moved to the next one.
   Thorough & Simple at the Same Time
Reading through this is once enough to take your brand knowledge to the next level, but it will take many times to digest the value that this book possesses.
   Concise and to the point
This book loved. I recommend this site for a quick read.
   Read after Brand Gap
I first read Brand Gap and Zag really brought it together. Great content was maximized.
   Great insights
This is a great book, however, there are other factors that determine whether a brand succeeds or fails. Other books to read include Live from Cupertino How Apple used words, music and performance to build the world's best selling machine, Risk Savvy How to Make Good Decisions, Hit Makers The Science of Popularity in an Age of Distraction.
   Focus is the secret ingredient to a successful marketing strategy
Here is nothing new. Take a chapter from the original book and explain it in more details. It is still a good read, some case studies are outdated, but here are no complaints. If you get the point, it is worth it. I bought a used copy on Amazon for $. Great lesson about focusing your message so that you add customers and not lose them.
   Great book
What a great read and would recommend this to anyone who wants to learn more about Zag.