Zag: The Number One Strategy of High-Performance Brands


Zag: The Number One Strategy of High-Performance Brands Author Marty Neumeier
ISBN-10 0321426770
ISBN-13 9780321426772
Year 2006-09-30
Pages 192
Language English
Publisher New Riders
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When everybody zigs zag says Marty Neumeier in this fresh view of brand strategy ZAG follows the ultra clear whiteboard overview style of the authors 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 enoughtoday companies need radical differentiation to create lasting value for their shareholders and customers In an entertaining 3 hour read youll 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 brands 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 brandsradical 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

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