9780321426772

Zag : The #1 Strategy of High-Performance Brands

by
  • ISBN13:

    9780321426772

  • ISBN10:

    0321426770

  • Edition: 1st
  • Format: Paperback
  • Copyright: 9/20/2006
  • Publisher: New Riders

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Summary

"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the authorrs"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 yours"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 brandrs"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. ZAGis 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.

Author Biography

Marty Neumeier is president of Neutron LLC, a San Francisco-based firm specializing in brand collaboration - the "glue" that holds integrated marketing teams together.

Table of Contents

The big speedupp. 1
The real competition is clutterp. 6
Brand-to-brand combatp. 14
The new definition of brandp. 19
Rosser Reeves got one out of threep. 20
The trouble with advertisingp. 21
Don't offer more - offer differentp. 26
Finding your zag
Hit 'em where they ain'tp. 33
The dynamics of different and goodp. 34
Look for the white spacep. 40
Uncover a need statep. 41
Find a paradep. 45
Designing your zag
Brand as a systemp. 47
Who are you?p. 49
What do you do?p. 53
What's your vision?p. 54
What wave are you riding?p. 56
Who shares the brandscape?p. 60
What makes you the "only"?p. 65
What should you add or subtract?p. 72
Who loves you?p. 76
Who's the enemy?p. 81
What do they call you?p. 82
How do you explain yourself?p. 88
How do you spread the world?p. 91
How do people engage with you?p. 94
What do they experience?p. 96
How do you earn their loyalty?p. 100
How do you extend your success?p. 104
How do you protect your portfolio?p. 108
Renewing your zag
Scissors, paper, rockp. 115
The focus of scissorsp. 120
The momentum of rockp. 121
The size of paperp. 122
How structure becomes stricturep. 124
Unlocking your zagp. 126
When good shareholders go badp. 130
The new prime directivep. 131
A two-stage rocketp. 132
Zagging at the speed of changep. 134
The 17-step processp. 138
Take-home lessonsp. 144
Table of Contents provided by Blackwell. All Rights Reserved.

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