Binding: Paperback
Description: " 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 AIG a Design Press book published under Peachpit's New Riders imprint in partnership with AIG a. For a quick peek inside ZAG go to www. zagbook. com.
Title: Zag The #1 Strategy Of High - Performance Brands
Author(s): Neumeier Marty
Publisher: Pearson Education (Us)
Barcode: 9780321426772
Pages: 192 Pages
Publication Date: 9/1/2006
Category: Graphical & Digital Media Applications