Zag : the number-one strategy of high-performance brands
Author
Neumeier, Marty
Additional Author(s)
-
Publisher
California: New Riders, 2007
Language
English
ISBN
9780321426772
Series
Subject(s)
BRAND NAME PRODUCTS
BRAND NAME PRODUCTS-PLANNING
Notes
. . Index: p. 172-177
Abstract
"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
Physical Dimension
Number of Page(s)
178 p.
Dimension
30 cm.
Other Desc.
ill.
Summary / Review / Table of Content
Finding your zag --
Designing your zag --
Renewing your zag.
