ZAG: The #1 Strategy of High-Performance BrandsPearson Education, 20 wrz 2006 - 192 "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. |
Spis treści
The Trouble With Advertising | |
Uncover a Need State | |
Whats Your Vision? | |
What Wave Are You Riding? | |
Who Shares the Brandscape? 6 What Makes You the Only? | |
What Should You Add or Subtract? | |
Who Loves You? | |
What Do They Experience? | |
How Do You Earn Their Loyalty? | |
How Do You Extend Your Success? | |
How Do You Protect Your Portfolio? | |
Renewing Your | |
Scissors Paper Rock | |
The Focus of Scissors | |
The Momentum of Rock | |
Whos the Enemy? | |
What Do They Call You? | |
How Do You Explain Yourself? | |
How Do You Spread the Word? | |
How Do People Engage With You? | |
The Size of Paper | |
How Structure Becomes Stricture | |
TakeHome Lessons | |
About Neutron | |
Inne wydania - Wyświetl wszystko
Zag: The Number-one Strategy of High-performance Brands : a Whiteboard Overview Marty Neumeier Podgląd niedostępny - 2007 |
Kluczowe wyrazy i wyrażenia
advertising AERON CHAIR Al Ries barriers to competition become Bibli BLUE OCEAN STRATEGY BRAND ALIGNMENT BRAND LEADERSHIP brand-building BRANDED HOUSE building a brand Cadillac chain of wine Checkpoint CIRQUE DU SOLEIL Citibank Companies need company's compete competition cycle competitors complex confusion core purpose create Creative Technology Crest Crest Crest CUSTOMER EXPERIENCE customer loyalty DEAN & DELUCA DEATH SPIRAL define DESIGNING YOUR ZAG Dwell magazine EARNS example extend Finding Your Zag focus house of brands ideas innovation Jack Trout launch learning market space me-too messages momentum Moore’s Law Neutron offerings paper companies power laws product or service profit programs radical differentiation Renewing Your Zag rock companies scissors companies sell Seth Godin share shareholders simple speed Starbucks success tagline Tastings today’s touchpoints trend trueline unfocus vision white space wine bar Yubop