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Zag: The Number One Strategy of High-Performance Brands 1st Edition

by Marty Neumeier (Author)
4.6 4.6 out of 5 stars 597 ratings
See all formats and editions
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"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.
Previous page
  1. ISBN-10
    0321426770
  2. ISBN-13
    978-0321426772
  3. Edition
    1st
  4. Publisher
    New Riders
  5. Publication date
    September 20, 2006
  6. Language
    English
  7. Dimensions
    5.35 x 0.65 x 7.9 inches
  8. Print length
    192 pages
  9. See all details
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From the Publisher

Brand marketing Brand strategy Innovation Brand marketing and strategy Business marketing and strategy
See Details
Customer Reviews
4.5 out of 5 stars
1,431
4.6 out of 5 stars
597
4.3 out of 5 stars
97
4.7 out of 5 stars
415
4.5 out of 5 stars
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Price $27.52 $25.56 $46.87 $23.60 —
Title The brand gap: How to Bridge the Distance Between Business Strategy and Design Zag: The Strategy of High-Performance Brands The designful company: How to Build a Culture of Nonstop Innovation The brand flip: Why Customers Now Run Companies and How to Profit From It Marty Neumeier's Innovation Toolkit
Who this book is for Those new to branding and brand marketing. Those in the early stages of creating or rethinking a brand. Get this book if you are looking to transform a company, or team, into an engine of nonstop Innovation. If you liked The Brand Gap, you'll love The Brand Flip Anyone interested in transforming their company and brand.
Core Concept In 2003 Marty Neumeier, the first expert to call for the hiring of chief brand officers, or CBOs, redefined a 'brand' from being a logo to being 'a customer’s gut feeling about a product, service, or company'. In other words, 'It’s not what you say it is. It’s what they say it is'. It’s based on a simple but challenging mandate: 'When everyone zigs, zag'. Zagging is the art of positioning a product or company in order to eliminate or minimize competition. Companies that zig (i.e., head in the same direction as their competitors) have no choice but to compete on price. Great brands aren't built in isolation; they require the talent and cooperation of a wide range of people with differing skill sets. The secret of nonstop innovation is design thinking. Today’s customers don't buy brands; they join brands. They no longer want products; they want meaning. They hate to be sold to, but they love to buy—and they buy in tribes. Social media has ushered in ten major changes to how businesses operate. Marty Neumeier presents concepts from his three bestselling 'whiteboard' books—The Brand Gap, Zag, and The Designful Company—to give you the tools you need to thrive in the new economy.
What You Will Learn Marty (the first to identify customer communities as 'brand tribes', passionate devotees who determine the success or failure of any brand) divides brand management into five key competencies: differentiation, collaboration, innovation, validation, and cultivation. At the heart of the book is a simple test: Our brand is the only _________ that _________. By filling in the blanks, you’ll not only build the foundation for a strong brand, but have a filter for every decision you make going forward. Zag was named one of 'the hundred best business books of all time'. How to foster creative collaboration across a variety of roles and silos to deliver a constant stream of innovative products, services, communications, and customer experiences. How to apply the '16 levers of change' to transform your company from a fast follower to an innovation leader. Marty addresses these major changes with simple but powerful frameworks such as the Brand Commitment Matrix, the Brand Commitment Scale, and the Brand Experience Map. As in all of Marty’s whiteboard books, The Brand Flip is filled with insightful graphics that make reading a pleasure. Using memorable principles and simple exercises, Marty leads you and your team on a lively journey from traditional business thinking to 'designful' thinking. You'll come back to these ideas again and again as you transform your company into a powerhouse of nonstop innovation.

Editorial Reviews

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 Back Cover

"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.

Product details

  • Publisher ‏ : ‎ New Riders; 1st edition (September 20, 2006)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 192 pages
  • ISBN-10 ‏ : ‎ 0321426770
  • ISBN-13 ‏ : ‎ 978-0321426772
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 5.35 x 0.65 x 7.9 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 597 ratings

About the author

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Marty Neumeier

Marty Neumeier

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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.

Customer reviews

4.6 out of 5 stars
4.6 out of 5
597 global ratings

Top reviews from the United States

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Sandy
5.0 out of 5 stars A MUST HAVE!
Reviewed in the United States on March 10, 2024
Verified Purchase
If you're into branding for your own company or as your service, this book is amazing! So easy to read and so good! Zig when everyone else is zagging and order this book! :-)
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aleqsandre1999
5.0 out of 5 stars perfect
Reviewed in the United States on March 4, 2024
Verified Purchase
perfect for a gift
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Amazon Customer
5.0 out of 5 stars The quality is exceptional
Reviewed in the United States on November 28, 2023
Verified Purchase
The content is over the top
One person found this helpful
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QandAguy
4.0 out of 5 stars Great thoughts, presented perfectly for busy people
Reviewed in the United States on March 21, 2008
Verified Purchase
You have to read Zag like you read the bible- it tells a great story but you often are better served not delving too deeply into the statements made by the author to support his points (i.e. the fact that 11 million people went to Europe in 2006 versus 8 million in 1964 as evidence of a shift in American society- though as a percent of the population it is almost no change at all in Americans traveling abroad).

Such is the nature of writing about a topic where 1) the author makes his money selling branding services; 2) he doesn't believe in hard numbers to prove points, harboring the predictable anti-research position that is both a great strength and weakness of this book and books like this (i.e. Blink). It also may be the most acceptable way to write a book that is not so dry and academic that nobody would want to read it.

But the story being told is a great one and it is really well told. Neumeier needs to get a lot of credit for presenting ideas simply (not simplistically) which many other authors would make very complicated. The book is also just really well thought out so that it is thoroughly enjoyable to read even as you get into some pretty important topics that others might get bogged down in jargon or overly long explanations. The book also gets high markst for not only discussing what a "zag" is but also showing you how you can get there if you follow his clearly outlined process.

So while the book is clearly a campaign for what he believes versus an objective look at branding, it is great read and I would recommend it for anyone working in marketing/branding that wants a refresher or reminder about what you should be thinking about in our ever-changing world.
6 people found this helpful
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Lauren
5.0 out of 5 stars Another MN book I’ll be referencing often
Reviewed in the United States on April 20, 2023
Verified Purchase
Marty’s advice is always sound, clear and helpful. I’m excited to add this to the stack of resources I frequently refer to.
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Marila
5.0 out of 5 stars Todos los libros bien
Reviewed in the United States on March 28, 2023
Verified Purchase
Avise que todos los libros era lo que se esperaban
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KenVille
5.0 out of 5 stars Master's Level Education in Bathroom Reading Approach
Reviewed in the United States on May 28, 2010
Verified Purchase
This is a no-nonsense yet fun-to-read book that will challenge your notions of branding and marketing. The author uses compelling eye-opening examples and statistics from real life, but really helps you followed a detailed, step-by-step process to invent or re-invent your business.

I could see how this book could take the boring factor out of any business plan, bring new life to a team, and make you really know where you are headed, all by making you take a look at the fundamental yet unwritten aspects of doing business in the current generation's marketplace.

Much thanks to Kelly Lappin of Greenbird for recommending it. She knew this is exactly the book I needed to work out the details of taking my business to a new level after all these years of thinking of myself as merely a web developer.
2 people found this helpful
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Online business owner
3.0 out of 5 stars Focus is the secret ingredient to a successful marketing strategy
Reviewed in the United States on February 1, 2018
Verified Purchase
Nothing new here. Take one chapter (WHEN EVERYBODY ZIG - you should ZAG) from the original book (THE BRAND GAP) and explain it in more details. Still it’s a good read, some case studies are outdated, but no complaints here. If you get the point, it’s worth it. I bought a used copy on Amazon, worth every penny. Great lesson about focusing you message , so you’ll add customers and not lose them. Very helpful to learn the things you can do to survive in the ocean of competition.
2 people found this helpful
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Top reviews from other countries

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Chris B
5.0 out of 5 stars Essential Reading for any startup: learn how to differentiate your offerings
Reviewed in the United Kingdom on October 6, 2023
Verified Purchase
This is an excellent book. This is by far the best book I've read on how to differentiate your brand or services. The book is easy to read and yet profound. Essential reading for any startup
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Nicolas
4.0 out of 5 stars Bon livre oui. Révolutionnaire je reste sur ma faim.
Reviewed in France on March 21, 2022
Verified Purchase
L'avantage de ce livre est qu'il est très court à lire et va droit à l’essentiel sans se perdre dans de la théorie.
La contrepartie, justement parce qu'il est très court, on le finit en se disant "C'est tout ?!"

À compléter avec le reste de la bibliographie de ce grand monsieur.
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Primo
5.0 out of 5 stars Ótimo livro
Reviewed in Brazil on September 19, 2020
Verified Purchase
Seguindo o Brand Gap, o Brand Zag é ótimo para quem precisa de insights de inovação em gestão de marcas e estratégias de branding.
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niccolò
5.0 out of 5 stars Buon libro ma come sempre le cose son sempre quelle
Reviewed in Italy on July 16, 2020
Verified Purchase
Buon libro sicuramente ma come sempre le cose son sempre quelle, gira e rigira sempre le stesse cose sono
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Daiske
5.0 out of 5 stars Gran lectura.
Reviewed in Mexico on September 25, 2017
Verified Purchase
Fácil de leer, muy digerible. Información por demás útil que te abre el panorama sobre la creación y comunicación de marca. El autor cumple a la perfección su objetivo.
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