Zag The #1 Strategy of High-Performance Brands

Name: Zag The #1 Strategy of High-Performance Brands
Availability: InStock
ISBN: 9780321426772

ISBN-10: 0321426770

ISBN-13: 9780321426772

Edition: 2007

Authors: Marty Neumeier

List price: $32.99

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Description:

"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…

Book details

List price: $32.99
Copyright year: 2007
Publisher: Pearson Education
Publication date: 9/20/2006
Binding: Paperback
Pages: 192
Size: 5.35" wide x 7.90" long x 0.65" tall
Weight: 0.880
Language: English



The big speedup


The real competition is clutter


Brand-to-brand combat


The new definition of brand


Rosser Reeves got one out of three


The trouble with advertising


Don't offer more - offer different



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



Designing your zag


Brand as a system



Who are you?



What do you do?



What's your vision?



What wave are you riding?



Who shares the brandscape?



What makes you the "only"?



What should you add or subtract?



Who loves you?



Who's the enemy?



What do they call you?



How do you explain yourself?



How do you spread the world?



How do people engage with you?



What do they experience?



How do you earn their loyalty?



How do you extend your success?



How do you protect your portfolio?



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