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ZAG
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"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 For a quick peek inside ZAG, go to www.zagbook.com.

Promotional Information

"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 For a quick peek inside ZAG, go to www.zagbook.com.

Table of Contents

  • Part 1. Finding Your Zag
  • Hit 'Em Where They Ain't
  • The Dynamics of Different and Good
  • Look for the White Space
  • Uncover a Need State
  • Find a Parade
  • Part 2. Designing Your Zag
  • Brand As a System
  • Checkpoint 1: Who Are You?
  • Checkpoint 2: What Do You Do?
  • Checkpoint 3: What's Your Vision?
  • Checkpoint 4: What Wave Are You Riding?
  • Checkpoint 5: Who Shares the Brandscape?
  • Checkpoint 6: What Makes You the "Only"?
  • Checkpoint 7: What Should You Add or Subtract?
  • Checkpoint 8: Who Loves You?
  • Checkpoint 9: Who's the Enemy?
  • Checkpoint 10: What Do They Call You?
  • Checkpoint 11: How Do You Explain Yourself?
  • Checkpoint 12: How Do You Spread the Word?
  • Checkpoint 13: How Do People Engage With You?
  • Checkpoint 14: What Do They Experience?
  • Checkpoint 15: How Do You Earn Their Loyalty?
  • Checkpoint 16: How Do You Extend Your Success?
  • Checkpoint 17: How Do You Protect Your Portfolio?
  • Part 3. Renewing Your Zag
  • Scissors, Paper, Rock
  • The Focus of Scissors
  • The Momentum of Rock
  • The Size of Paper
  • How Structure Becomes Stricture
  • Unlocking Your Zag
  • When Good Shareholders Go Bad
  • The New Prime Directive
  • A Two-Stage Rocket
  • Zagging At the Speed of Change
  • The 17-Step Process
  • Take-Home Lessons
  • Recommended Reading
  • About Neutron
  • Acknowledgments
  • About The Author
  • Index

About the Author

Marty Neuemeier is president of Neutron, a San Francisco firm that specialises in designing internal programs for companies that want to improve their brand integration. He is also a regular speaker and workshop leader and the author The Brand Gap (0321348109)

Reviews

"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 OFSMALL 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 & MATHER WORLDWIDE "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 OFTHE 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 COMPANY "Never has one author jammed so many good ideas into so few pages as Marty Neumeier has." --AL RIES, AUTHOR OFTHE ORIGIN OF BRANDS "It is part manifesto, part practical handbook, and you can read it between LaGuardia and Logan." --BUSINESSWEEK

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