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“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.
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Title
The brand gap: How to Bridge the Distance Between Business Strategy and Design Zag: The Strategy of High-Performance Brands The designful company: How to Build a Culture of Nonstop Innovation The brand flip: Why Customers Now Run Companies and How to Profit From It Marty Neumeier’s Innovation Toolkit
Who this book is for
Those new to branding and brand marketing. Those in the early stages of creating or rethinking a brand. Get this book if you are looking to transform a company, or team, into an engine of nonstop Innovation. If you liked The Brand Gap, you’ll love The Brand Flip Anyone interested in transforming their company and brand.
Core Concept
In 2003 Marty Neumeier, the first expert to call for the hiring of chief brand officers, or CBOs, redefined a ‘brand’ from being a logo to being ‘a customer’s gut feeling about a product, service, or company’. In other words, ‘It’s not what you say it is. It’s what they say it is’. It’s based on a simple but challenging mandate: ‘When everyone zigs, zag’. Zagging is the art of positioning a product or company in order to eliminate or minimize competition. Companies that zig (i.e., head in the same direction as their competitors) have no choice but to compete on price. Great brands aren’t built in isolation; they require the talent and cooperation of a wide range of people with differing skill sets. The secret of nonstop innovation is design thinking. Today’s customers don’t buy brands; they join brands. They no longer want products; they want meaning. They hate to be sold to, but they love to buy—and they buy in tribes. Social media has ushered in ten major changes to how businesses operate. Marty Neumeier presents concepts from his three bestselling ‘whiteboard’ books—The Brand Gap, Zag, and The Designful Company—to give you the tools you need to thrive in the new economy.
What You Will Learn
Marty (the first to identify customer communities as ‘brand tribes’, passionate devotees who determine the success or failure of any brand) divides brand management into five key competencies: differentiation, collaboration, innovation, validation, and cultivation. At the heart of the book is a simple test: Our brand is the only _________ that _________. By filling in the blanks, you’ll not only build the foundation for a strong brand, but have a filter for every decision you make going forward. Zag was named one of ‘the hundred best business books of all time’. How to foster creative collaboration across a variety of roles and silos to deliver a constant stream of innovative products, services, communications, and customer experiences. How to apply the ’16 levers of change’ to transform your company from a fast follower to an innovation leader. Marty addresses these major changes with simple but powerful frameworks such as the Brand Commitment Matrix, the Brand Commitment Scale, and the Brand Experience Map. As in all of Marty’s whiteboard books, The Brand Flip is filled with insightful graphics that make reading a pleasure. Using memorable principles and simple exercises, Marty leads you and your team on a lively journey from traditional business thinking to ‘designful’ thinking. You’ll come back to these ideas again and again as you transform your company into a powerhouse of nonstop innovation.
Publisher : New Riders; 1st edition (September 20, 2006)
Language : English
Paperback : 192 pages
ISBN-10 : 0321426770
ISBN-13 : 978-0321426772
Item Weight : 2.31 pounds
Dimensions : 5.35 x 0.65 x 7.9 inches
Customers say
Customers find the book easy to read and informative. They say it helps them formalize their company’s strategy. The content is elementary and relevant for all businesses, from established brands looking to innovate. Customers appreciate the well-designed and structured format. They find the pacing concise and helpful with a summary at the end.
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