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Zag: The #1 Strategy of High-Performance Brands
by
"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 lo
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Paperback, 178 pages
Published
September 1st 2006
by New Riders Publishing
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Showing 1-30
short and sweet
Jun 25, 2008
Brittany
rated it
it was amazing
Recommends it for:
Marketing professionals, Students, Small business owners, Venture capitalists
Recommended to Brittany by:
Myself & Marty Neumeier
How I Came To Read This Book: This is the sequel to Marty Neumeier's first book - 'The Brand Gap' that I picked up at the same time as TBG.
The Plot: In The Brand Gap, Marty Neumeier covers five key areas to better branding - one of which his differentiation. Zag focuses on differentiation, or finding your 'zag', the way you differ yourself from everyone else in the market, therefore owning (or at least coming in second) within your market. If you're not #1 or #2, Neumeier advises you to find a w ...more
The Plot: In The Brand Gap, Marty Neumeier covers five key areas to better branding - one of which his differentiation. Zag focuses on differentiation, or finding your 'zag', the way you differ yourself from everyone else in the market, therefore owning (or at least coming in second) within your market. If you're not #1 or #2, Neumeier advises you to find a w ...more
"Brand" is the gut feeling people have about your product or company.
When People buy they ask themselves "what does this make me".
Do not fight marketing clutter with more marketing clutter.
Hit them where they aren't
Name
A name should be different from its competitors, brief, 4 syllables or less, appropriate but not so descriptive that it sound generic, easy to spell, satisfying to pronounce, suitable for brand play, legally defensible.
When People buy they ask themselves "what does this make me".
Do not fight marketing clutter with more marketing clutter.
Hit them where they aren't
Name
A name should be different from its competitors, brief, 4 syllables or less, appropriate but not so descriptive that it sound generic, easy to spell, satisfying to pronounce, suitable for brand play, legally defensible.
17 ориентиров, которые позволят посмотреть на ваш бизнес с долгосрочной перспективой.
⭐
Книга Zag (или то самое, чем ваше дело завоюет сердца клиентов) от Марти Ньюмера не даст впасть в манъячное состояние "ща запущу свой бизнес и он взлетит. сам", потому что без тяжёлой работы и полноценной стратегии долго он летать не будет. Хотя вы это знаете, все ж умные и книжки читают.
•
Так что Zag это напоминание-руководство как увидеть перспективы и как их не запороть. Есть много примеров известных брендов, ...more
⭐
Книга Zag (или то самое, чем ваше дело завоюет сердца клиентов) от Марти Ньюмера не даст впасть в манъячное состояние "ща запущу свой бизнес и он взлетит. сам", потому что без тяжёлой работы и полноценной стратегии долго он летать не будет. Хотя вы это знаете, все ж умные и книжки читают.
•
Так что Zag это напоминание-руководство как увидеть перспективы и как их не запороть. Есть много примеров известных брендов, ...more
To my Goodreads friends this isn't a glitch in the system--I really just finished reading this book! Granted it was about 156 pages with large type and some pictures, but it's a book, I finished it, and it counts. Zag is Marty Neumeier's follow up to The Brand Gap, though they don't have to be read in sequence (as I'm hoping to start TBG next week). I found the book easy to understand, and full of nuggets of wisdom and advice. As I'm leading a team at work to rebrand the organization this was ti
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Zag was great, short and sweet. I wish it went into a little more detail. Lots to think about though and I liked how it dove into how culture plays a part in branding and branding shifts.
Quick, condensed read - nothing too new or radical to speak of.
Easy to read, a perfect introduction to branding and uniquely shaping your business. Doesn't stay too much on the same topic and even has a visual scheme of the 17 steps toward creating a good brand at the end of the book.
Як на мене, то в автор говорить про забагато речей, як слід не поглиблюючи жодну з них. Не впевнена, що мені було б вповні зрозуміло про що він пише, якби не знала про ці речі з інших книг. Не рекомендую. Більш корисно прочитати "Стратегію блакитного океану". Здивована, що книга входить до топ 100 best business books.
This short presentation-book (how it called by author) guides you into branding strategy, also brings you a basic understanding how innovation and "think different"(by apple inc.) principle can moving you forward through the redundancy on the market and helps you to create a great business with strong branding vision. Through the book, you'll see how to create a brand on the example of wine company through the 18 principles of making "Zag". This book is the great introduction into business for e
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من این کتاب رو وقتی خوندم بشدت جذب بخش اولیه کتاب شدم که توضیحات کامل و مقایسه های خوبی داشت ... بخش دوم بیشتر بعد آموزشی به خودش گرفت ک باوجود اصولی بودن و بجا بودن مطالب کمی ترجمه ی سنگینی شده بود و این باعث شد ب سرعت بخش اول نخونمش چرا که خود مطالب سنگین بودن و هم ترجمه ب روانی بخش اول نبود ...با این وجود برای افرادی ک میخوان توی هر کسب کاری اغاز کننده ی برندی باشند توصیه اش میکنم ... واقعا متحوای ارزشمندی داشته .
نویسنده یک کتاب دیگه به اسم گپ داره ک بشدت اون رو هم توصیه میکنم .
نویسنده یک کتاب دیگه به اسم گپ داره ک بشدت اون رو هم توصیه میکنم .
Nov 22, 2017
Chad Warner
rated it
really liked it
Recommends it for:
marketers, entrepreneurs, business owners
A concise book of practical branding and marketing advice. It tells how to build your brand by being different and finding a trend. Those will allow you to appeal to the "tribe" that is naturally drawn to your offerings. I like that book follows a fictional wine bar as it seeks to define its brand. This made it easier to understand the concepts.
As with The Brand Gap, I wish the book had gone deeper on the topics.
I read this because I'm revisiting the branding of my web agency, OptimWise. I googl ...more
As with The Brand Gap, I wish the book had gone deeper on the topics.
I read this because I'm revisiting the branding of my web agency, OptimWise. I googl ...more
A book that has been in my stack of "to read" for quite a while and which I finally finished the week after I took a job as the Director of Marketing (and sales and growth) for a startup. So suddenly even more relevant and useful as a starting point for my own thinking about our brand and product and marketing strategy.
The book is a good example of a print book that leverages print and design to make points - this would be a very different read in a digital form. Elements of the book seem sligh ...more
The book is a good example of a print book that leverages print and design to make points - this would be a very different read in a digital form. Elements of the book seem sligh ...more
One of the most refreshing brand/ad books I have read. Right away the author tells you he wrote this book to have a lot of content concentrated down into a quick read and he delivered. The book was really written for creatives that want to understand more about the strategy of branding and positioning. It is told through the example of a wine company and uses simple analogies and staccato illustrations to pull the entire read off with aplomb. But more importantly, due to the way it was construct
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You cannot rate a business book the same way as a work of fiction. Yet, I think 4 stars are appropriate for this book. It's different, more to the point and more engaging to read than other business books, even other marketing books.
You'll finish it in only a few hours and definitely get something useful out of it if you're a business owner or working in a brand marketing department.
You'll finish it in only a few hours and definitely get something useful out of it if you're a business owner or working in a brand marketing department.
This is an entertaining overview of marketplace differentiation via company identity. It is a quick read by design and is filled with great examples. I plan to go back through it to take notes. I recommend it for those involved with brand identity of a church, company, or organization.
This is an amazing book and I wish these principles were taught to us during our MBA.
The book primarily serves to help in launching a new brand and the 17 point checklist is a fantastic way to cover all the main aspects of what you want to create in the market. With the example if a fictional wine bar the author takes us through the entire checklist so that we can look at how this process works.
Marty does a great job of explaining the problems plaguing current business and he also explains basic ...more
The book primarily serves to help in launching a new brand and the 17 point checklist is a fantastic way to cover all the main aspects of what you want to create in the market. With the example if a fictional wine bar the author takes us through the entire checklist so that we can look at how this process works.
Marty does a great job of explaining the problems plaguing current business and he also explains basic ...more
Коротка і лаконічна, але не нова книжка, яка дозволяє подумати над тим, чим насправді є бренд, як сприймають його клієнти, та що можна зробити правильно та ні при його розробці та оновленні.
Декілька думок Марті Ньюмеєра:
- Надлишок подібних до одного продуктів і послуг спонукає клієнтів до пошуку бодай якихось орієнтирів.
- Рішення покупця зводиться до питання «Як мене характерізує купівля цього товару?»
- Коли компанії потрібно вирватися з ринку, що занепадає, та опанувати новий, сліж скористатися ...more
Декілька думок Марті Ньюмеєра:
- Надлишок подібних до одного продуктів і послуг спонукає клієнтів до пошуку бодай якихось орієнтирів.
- Рішення покупця зводиться до питання «Як мене характерізує купівля цього товару?»
- Коли компанії потрібно вирватися з ринку, що занепадає, та опанувати новий, сліж скористатися ...more
ამავე ავტორის წინა წიგნისგან განსხვავებით ეს გაცილებით უკეთესი ნამუშევარია. აქ მოყვანილი მაგალითები და პუბლიკაციები ყველაზე ახლოს არის იმასთან, რასაც თანამედროვე ბრენდისთვის სტრატეგიის შემუშავება ქვია.
ეს არის მოკლე სტატიების სახით დალაგებული ამბავი, რომელიც მარტივად ხსნის ბრენდის ყველა იმ სტრატეგიულ ელემენტს, რომელიც დღეს ძალიან მნიშვნელოვანია.
ერთ-ერთი საუკეთესო წიგნია, რაც ამ მიმართულებით წამიკითხავს. უამრავი სასარგებლო წყაროა მოყვანილი, რომელიც Zag კონცეფციას ხსნის, ამუშავებს და არგებს თანამედ ...more
ეს არის მოკლე სტატიების სახით დალაგებული ამბავი, რომელიც მარტივად ხსნის ბრენდის ყველა იმ სტრატეგიულ ელემენტს, რომელიც დღეს ძალიან მნიშვნელოვანია.
ერთ-ერთი საუკეთესო წიგნია, რაც ამ მიმართულებით წამიკითხავს. უამრავი სასარგებლო წყაროა მოყვანილი, რომელიც Zag კონცეფციას ხსნის, ამუშავებს და არგებს თანამედ ...more
Great book on teaching companies how to develop a brand and execute on a new brand if they already exist in the marketplace. Excruciatingly helpful for new companies looking to make an impact and stay open longer than three years. Branding is essential to companies of every size. Do it right at the start to be successful. If you're a large brand, this book will shed a little light on your path but won't revolutionize your strategy. The main message, innovate at the speed of light.
Брошура була написана у далекому передкризовому 2007-му році, і тому, очевидно, маркетингові приклади продукції кшталту mp3 плеєра здаються ну дуже архаїчним для епохи домінування діджитал-маркетингу. Водночас актуальність більшості головних тез і вдале візуальне оформлення автора-дизайнера дають підстави вважати роботу класичною у жанрі.
If you don’t read many marketing/branding books you will appreciate how light and condensed this book is while offering tons of applicable value.
If you read many marketing/branding books, you will appreciate how much useless jargon the author avoids in an effort to appreciate your time and attention.
If you read many marketing/branding books, you will appreciate how much useless jargon the author avoids in an effort to appreciate your time and attention.
Easy to understand and should provide clarity for people who want to started working with brand strategy, marketing or brand marketing. A bit over exaggeration and over simplification at times but it is understandable with this kind of books
Прочитав україньске видання. Книга написана дуже легко, тому читається швидко і зрозуміло. Автор писав конкретно без води. Але поставив оцінку 4, чогось не вистачило, щоб книга дійсно була бестселлером або шедевром.
Начало книги было вдохновляющим, и дарило надежду, что сейчас будет какая-то вау-идея. Но, начиная со второй трети, книга расфокусировалась и потеряла блеск. Для понимания её идеи и рационального зерна, достаточно было прочтения первых 30%
A practical, uncomplicated guide of brand building and maintaining. Covers everything you may need without fancy shmancy theories and models. Therefore this is not a indepth book on branding, if you are looking for one but will get you going with strong basics.
Cũng giống cuốn Brand Gap; cuốn sách với những kiến thức và cách viết giống mấy cuốn sách học trong trường lớp/ đại học. Phù hợp với bạn nào muốn kiểu ''nghiên cứu'' về marketing/về brand thì đọc cuốn này.
Simple tutorial which helps to find your UVP.
Aprende pronto a "zaguear" (o pivotear)
Very considerate of the author to write something that could be read in one sitting with at least a dozen useful takeaways.
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