Zag: The Number One Strategy of High-performance Brands

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9780321426772: Zag: The Number One Strategy of High-performance Brands
Review:

"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." -BUSINESSWEEK

From the Publisher:

"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.

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Neumeier, Marty
Editorial: Pearson Education (US), United States (2006)
ISBN 10: 0321426770 ISBN 13: 9780321426772
Nuevos Paperback Cantidad: 10
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The Book Depository US
(London, Reino Unido)
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Descripción Pearson Education (US), United States, 2006. Paperback. Estado de conservación: New. 202 x 132 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería AAS9780321426772

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Neumeier, Marty
Editorial: Pearson Education (US), United States (2006)
ISBN 10: 0321426770 ISBN 13: 9780321426772
Nuevos Paperback Cantidad: 10
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Descripción Pearson Education (US), United States, 2006. Paperback. Estado de conservación: New. 202 x 132 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería AAS9780321426772

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Descripción Pearson P T R, 2006. PAP. Estado de conservación: New. New Book. Shipped from UK within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería PJ-9780321426772

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Descripción New Riders. PAPERBACK. Estado de conservación: New. 0321426770 Brand New Book. Ships from the United States. 30 Day Satisfaction Guarantee!. Nº de ref. de la librería 4326872

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Descripción Pearson Education (US) 2006-09-20, Berkeley, 2006. paperback. Estado de conservación: New. Nº de ref. de la librería 9780321426772

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Descripción New Riders Okt 2006, 2006. Taschenbuch. Estado de conservación: Neu. 202x134x15 mm. Neuware - In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule When everybody zigs, zag. In the recent bestseller, The Brand Gap (AIGA/New Riders), Neumeier showed companies how to bridge the distance between business strategy and design. In his latest book Zag, he illustrates the first big step in building a high-performance brand-radical differentiation. While most books on business and branding present an exhaustive (and sometimes exhausting) array of examples and studies to support theses, Neumeier takes the opposite tack. By presenting the least amount of information necessary, and by using the shorthand of the conference room--illustrations, diagrams, and summaries--he brings the big ideas of branding into sharp focus. Instead of a scholar's view from the outside, he offers a practitioner's view from the inside. In a book that you can finish in a brief plane ride, Neumeier has compressed his thoughts into 200 pages of easy-to-read, easy-to-use, and easy-to-remember principles. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better, will find the courage, insights, and process to build a high-performance brand. 178 pp. Englisch. Nº de ref. de la librería 9780321426772

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Neumeier, Marty
Editorial: New Riders Okt 2006 (2006)
ISBN 10: 0321426770 ISBN 13: 9780321426772
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Descripción New Riders Okt 2006, 2006. Taschenbuch. Estado de conservación: Neu. 202x134x15 mm. Neuware - In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule When everybody zigs, zag. In the recent bestseller, The Brand Gap (AIGA/New Riders), Neumeier showed companies how to bridge the distance between business strategy and design. In his latest book Zag, he illustrates the first big step in building a high-performance brand-radical differentiation. While most books on business and branding present an exhaustive (and sometimes exhausting) array of examples and studies to support theses, Neumeier takes the opposite tack. By presenting the least amount of information necessary, and by using the shorthand of the conference room--illustrations, diagrams, and summaries--he brings the big ideas of branding into sharp focus. Instead of a scholar's view from the outside, he offers a practitioner's view from the inside. In a book that you can finish in a brief plane ride, Neumeier has compressed his thoughts into 200 pages of easy-to-read, easy-to-use, and easy-to-remember principles. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better, will find the courage, insights, and process to build a high-performance brand. 178 pp. Englisch. Nº de ref. de la librería 9780321426772

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