- Paperback: 192 pages
- Publisher: New Riders; 1 edition (September 30, 2006)
- Language: English
- ISBN-10: 0321426770
- ISBN-13: 978-0321426772
- Product Dimensions: 5.2 x 0.8 x 7.9 inches
- Shipping Weight: 7 ounces (View shipping rates and policies)
- Average Customer Review: 4.5 out of 5 stars See all reviews (70 customer reviews)
- Amazon Best Sellers Rank: #99,736 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Zag: The Number One Strategy of High-Performance Brands 1st Edition
Use the Amazon App to scan ISBNs and compare prices.
Prepare for your professional certification with study guides and exam prep tools from Wiley. See more
Frequently bought together
Customers who bought this item also bought
“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.”
From the Back Cover
"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.
Browse award-winning titles. See more
If you are a seller for this product, would you like to suggest updates through seller support?
Top Customer Reviews
As to content, unless you are truly dull in the brain and haven’t an ounce of creativity flowing in your blood, you will likely find his idea of “Zag” laughable. It is similar to the “Blue Ocean” theory of a few years ago. This is just one more marketer pretending to have a big idea, that is really so small it is not even worth paying attention to. Add to that, much of what he presents are re-treads of others' work, none of whom he properly credits, and basically you are dealing with the Dr. Oz Mahmet of the business world.
What he is promoting is an example of what Jean Baudrillard refers to as “simulacra” – and it is part of an old paradigm. But if this doesn’t resonate with you, do you really want to spend $21 on what is essentially a 20 page white paper designed to promote the author more than offer any substantive ideas? If you do, then you’ve fallen for his personal “brand” – that of someone who knows how to make an easy buck simply by bumping up the size of the typeface, and regurgitating other people's ideas.
As a research sociologist who has been looking at the phenomenon of “business promoting business” – e.g. the proliferation of business schools and business ideas simply to validate their own existence and make money doing it, I am filing this book under “Examples of how far marketers will go to promote their own existence.”
Initially, he observes that the human mind deals with clutter the best way it can: by blocking it out. As a result, "the newest barriers to competition are the mental walls that customers erect to keep out clutter. For the first time in history, the most powerful barriers to competition are not controlled by companies, but by customers. Those little boxes they build in their minds determine the boundaries of brands." (Thomas H. Davenport and John C. Beck also have much of value to say about these boundaries and barriers in The Attention Economy: Understanding the New Currency of Business.) In his latest book, Neumeier explains how to overcome these barriers with radical innovation - "the engine for a high performance brand" - that requires mastery of four disciplines:
1. Finding your zag
2. Designing your zag
3. Building your zag
4. Renewing your zag
Everything begins with identifying the zag. That is, offering something that combines the qualities of both good and different. "When focus is paired with differentiation, supported by a trend, and surrounded by compelling communications, you have the basic ingredients of a zag."
OK, but how to do that? Neumeier provides a design process that consists of 17 checkpoints, each formulated as a question. He explains how to answer each of them correctly (i.e. an answer most appropriate to the given organization) by proceeding through a sequence of 17 checkpoints, each of which evokes a question to be answered correctly (i.e. appropriate to the given organization), with the first two previously posed as a trilogy in The Brand Gap: "Who are you?" and "What do you do?" Responding to them may prove far more difficult than it may first seem and a correct (i.e. appropriate) answer to each is essential to achieving radical innovation. The third question posed previously, "Why should I care?" creates an even greater challenge. Fortunately, a correct (i.e. appropriate) answer to that question will be revealed by carefully proceeding through the remaining 15 checkpoints.
It is truly remarkable how much substance and how many thought-provoking questions Neumeier provides within a narrative of less than 200 pages. With both rigor and eloquence, he explains how radical innovation can break through ever-increasing clutter in a competitive marketplace, whatever and wherever it may be. Special note should also be made of the book's production values. All of his core concepts, checklists, key points, observations, and recommendations are presented within a visually appealing context. The last time I checked, there are about 34,000 business books on the general subject of brands. Neumeier has written two of the most valuable among them. Bravo!
Our brand is the only ____________that ______________.
If you completed that sentence with something only your brand can do then you don't need to bother. If not, stop reading and order now.
Although everyone says they are (probably) uniquely qualified to do whatever it is they do, few can actually plug the holes in the sentence. Zag will teach you how.
Zag teaches that the only way to differentiate yourself is to zag when everybody zigs. Go where no one else has gone before. Don't make it different - make it radically different! Don't worry, there is a 17-point checklist to walk you through it.
Like the Brand Gap, Neumeier has dropped the heft and delivered "easy-to-read, easy-to-use and easy-to-remember principles." No words or pages are wasted in Zag.
I give it my highest rating.