Zag: The Number One Strategy of High-Performance Brands

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by: Marty Neumeier

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Binding: Paperback
Dewey Decimal Number: 380
EAN: 9780321426772
Edition: 1
ISBN: 0321426770
Label: Peachpit Press
Manufacturer: Peachpit Press
Number Of Items: 1
Number Of Pages: 192
Publication Date: September 30, 2006
Publisher: Peachpit Press
Studio: Peachpit Press

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Alternate Versions: Click to Display

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Editorial Review:

Product Description:
"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.






Rating: - great high level branding introduction
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.

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Rating: - Excellent
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.

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Rating: - Wonderful Ideas
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.

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Rating: - ZAG . . .to the front of the competition
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 ... Read More

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Rating: - Very Interesting
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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