Artículos relacionados a ZAG: The #1 Strategy of High-Performance Brands (One-Off)

ZAG: The #1 Strategy of High-Performance Brands (One-Off) - Tapa blanda

Neumeier, Marty

 
9780321426772: ZAG: The #1 Strategy of High-Performance Brands (One-Off)
Tapa blanda
ISBN 10: 0321426770 ISBN 13: 9780321426772
Editorial: New Riders, 2006

Sinopsis

"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

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Acerca del autor

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

De la contraportada

In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. You have to out-position, out-maneuver, and out-design the competition. Written by the bestseller "The Brand Gap", this title illustrates the first discipline for building a high-performance brand-radical differentiation.

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Editorial
New Riders
Año de publicación
2006
Idioma
Inglés
ISBN 10 
0321426770
ISBN 13 
9780321426772
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
192
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