Zag: The #1 Strategy of High-Performance Brands

Zag: The #1 Strategy of High-Performance Brands

"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

Title:Zag: The #1 Strategy of High-Performance Brands
Edition Language:English
Format Type:

    Zag: The #1 Strategy of High-Performance Brands Reviews

  • Brittany

    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 ar...

  • Robert

    "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 w...

  • Hope Harris-Gayles

    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, a...

  • Shaw

    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. ...

  • Delia

    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 a...

  • Sofia

    The 17 step-process scanned and attached. Mercy for a wine example, it helped to understand more ...

  • Vitalii Oriabka

    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...

  • Chad Warner

    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 draw...

  • Shannon Clark

    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 ...

  • Taylor Snyder

    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 re...