Zag: The Number One Strategy of HighPerformance Brands

When everybody zigs, zag, says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultraclear 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 enoughtoday companies need ?radical differentiation? to create lasting value for their shareholders and customers. In an entertaining 3hour read you?ll learn: why metoo 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 cycleFrom the back cover:In an age of metoo products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to outposition, outmaneuver, and outdesign 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 numberone strategy of highperformance brandsradical differentiation.ZAG is an AIGA Design Press book, published under Peachpits New Riders imprint in partnership with AIGA.