Zag: The Number One Strategy of High-Performance Brands

by Marty Neumeier

"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.

Genres: Business, Design, Nonfiction, Buisness, Self Help, Entrepreneurship, Management

192 pages, Paperback

First published September 1, 2006

About the author

Marty Neumeier is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of “whiteboard” books includes ZAG, named one of the “top hundred business books of all time,” and THE DESIGNFUL COMPANY, a bestselling guide to nonstop innovation. An online presentation of his first book, THE BRAND GAP, has been viewed more than 22 million times since 2003. A sequel, THE BRAND FLIP, lays out a new process for building brands in the age of social media and customer dominance. His most recent book, SCRAMBLE, is a “business thriller” about how to build a brand quickly with a new process called agile strategy. In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation. He and his wife divide their time between California and southwest France.

Reviews

[Ardeshirs]

کتاب جالب و خوبی بود
نکات جالبی در خصوص برندسازی یا احیای یک تجارت رو به افول داشت که میتونه یک دید متفاوت و قوی نسبت به برندینگ داشته باشه

[ElaheAran]

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 .

[Amir Zabihi]

ترجمه فارسی این کتاب توسط سارا میرزایی انتشارات سیته رو خوندم که واقعا بد ترجمه شده بود حیف محتوای کتاب
ایکاش انتشاراتا یکم بیشتر دقت کنن روی انتخاب مترجم!

[Gandomru]

متفاوت باش. راهی که بقیه رفتن رو نرو

[محمّدحسین]

کتاب نسبتاً خوبی است با ترجمه بد! بسیار بد

زاگ کتابی نسبتاً خوبی است درباره برندسازی و احیای برند. راهکارهایی برای سنجش محبوبیت برند و نیز ایجاد یا احیای یک برند موفق دارد. هدف اصلی که این کتاب بر آن تکیه داردف "متمایز بودن" از رقبا است
جای راهکارها و مثال های واقعی و عمل شده در کتاب خالی است

ترجمه کتاب بسیار بد است. شبیه به ترجمه های دانشجویی با کمک مترجم گوگل! کاملاً مشخص است که مترجم به متن تسلط ندارد و آن را کاملاً نامفهوم و گاهی غلط ترجمه کرده است

به کتاب می شود امتیاز 4-3.5 داد، به ترجمه آن امتیاز 2