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Customer Reviews:
Avg. Customer Rating: 3.5 / 5.0
How to "zag" when everyone else "zigs"
In a previous book, The Brand Gap, Marty Neumeier explains how companies can bridge the gap between business strategy and customer experience, noting that brand-building isn't a series of isolated activities; rather, it is a complete system in which five disciplines - differentiation, collaboration, innovation, validation, and cultivation - "combine to produce a sustainable competitive advantage. " His intent in Zag "is to zoom in on differentiation to reveal the system within the system."more info
Stating the obvious at great length At first glance this book looks impressive, but you soon realise that the advice it gives is all obvious. Of course we all want products that are different to the competition, but the hard bit is doing it successfully in our particular markets. This book talks in such generalities that it doesn't help.
Having the courage to be different If you type Branding into Google, you will find 1,330,000 references. Everyone knows about it, talks about it, but few have created a successful brand and can explain to others how they did it. Marty Neumeier has and can. He explains how to do it in simple stages avoiding jargon and confusion. This is not a 'padded' book, I read it in two sittings. He writes beautifully with a full knowledge and appreciation of the next question on the reader's lips.
I particularly liked how he used the running... more info
