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    Zag: The #1 Strategy of High-Performance Brands (Paperback) By (author) Marty Neumeier

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    Description"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 and design. In ZAG, he illustrates the number-one strategy of high-performance brands-radical 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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  • Full bibliographic data for Zag

    Title
    Zag
    Subtitle
    The #1 Strategy of High-Performance Brands
    Authors and contributors
    By (author) Marty Neumeier
    Physical properties
    Format: Paperback
    Number of pages: 192
    Width: 132 mm
    Height: 202 mm
    Thickness: 16 mm
    Weight: 200 g
    Language
    English
    ISBN
    ISBN 13: 9780321426772
    ISBN 10: 0321426770
    Classifications

    BIC E4L: BUS
    Nielsen BookScan Product Class 3: T17.1
    B&T Book Type: NF
    B&T Modifier: Region of Publication: 01
    B&T Modifier: Subject Development: 20
    BIC subject category V2: KJS
    LC subject heading:
    B&T Modifier: Subject Development: 10
    BIC subject category V2: UG
    B&T General Subject: 180
    DC22: 658.8
    B&T Modifier: Academic Level: 03
    B&T Merchandise Category: COM
    BISAC V2.8: BUS043000, COM012000
    LC subject heading:
    DC22: 658.827
    B&T Approval Code: A48505000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    Ingram Subject Code: XX
    B&T Approval Code: A93630000
    BISAC V2.8: BUS041000
    Libri: BRAN4400, MARK2410, MARK3615
    BISAC V2.8: COM012030
    LC subject heading: ,
    LC classification: HD69.B7 N415 2007
    Thema V1.0: KJS, UG
    Edition
    1
    Publisher
    Pearson Education (US)
    Imprint name
    Peachpit Press Publications
    Publication date
    01 October 2006
    Publication City/Country
    Berkeley
    Author Information
    Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.
    Review quote
    "Each of [Neumeier's] books is excellent, but ZAG is revolutionary." -JACK COVERT AND TODD SATTERSTEN, FROM THE 100 BEST BUSINESS BOOKS OF ALL TIME "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 OF SMALL 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 "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 OF THE 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 "Never has one author jammed so many good ideas into so few pages as Marty Neumeier has." -AL RIES, AUTHOR OF THE ORIGIN OF BRANDS "It is part manifesto, part practical handbook, and you can read it between LaGuardia and Logan." -BUSINESSWEEK
    Back cover copy
    "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 and design. In ZAG, he illustrates the number-one strategy of high-performance brands-radical 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.