Marty Neumeier

Zag

The #1 Strategy of High-Performance Brands

• Broschiertes Buch

Produktbeschreibung

In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. You have to out-position, out-maneuver, and out-design the competition. Written by the bestseller "The Brand Gap", this title illustrates the first discipline for building a high-performance brand-radical differentiation.

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Produktdetails

• Verlag: New Riders
• Seitenzahl: 192
• Erscheinungstermin: 1. September 2006
• Englisch
• Abmessung: 204mm x 138mm x 11mm
• Gewicht: 321g
• ISBN-13: 9780321426772
• ISBN-10: 0321426770
• Artikelnr.: 20898784

Autorenporträt

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

Inhaltsangabe

Part 1. Finding Your Zag
Hit ’Em Where They Ain’t
The Dynamics of Different and Good
Look for the White Space
Uncover a Need State
Find a Parade
Part 2. Designing Your Zag
Brand As a System
Checkpoint 1: Who Are You?
Checkpoint 2: What Do You Do?
Checkpoint 3: What’s Your Vision?
Checkpoint 4: What Wave Are You Riding?
Checkpoint 5: Who Shares the Brandscape?
Checkpoint 6: What Makes You the “Only”?
Checkpoint 7: What Should You Add or Subtract?
Checkpoint 8: Who Loves You?
Checkpoint 9: Who’s the Enemy?
Checkpoint 10: What Do They Call You?
Checkpoint 11: How Do You Explain Yourself?
Checkpoint 12: How Do You Spread the Word?
Checkpoint 13: How Do People Engage With You?
Checkpoint 14: What Do They Experience?
Checkpoint 15: How Do You Earn Their Loyalty?
Checkpoint 16: How Do You Extend Your Success?
Checkpoint 17: How Do You Protect Your Portfolio?
Part 3. Renewing Your Zag
Scissors, Paper, Rock
The Focus of Scissors
The Momentum of Rock
The Size of Paper
How Structure Becomes Stricture
Unlocking Your Zag
When Good Shareholders Go Bad
The New Prime Directive
A Two-Stage Rocket
Zagging At the Speed of Change
The 17-Step Process
Take-Home Lessons
Recommended Reading
About Neutron
Acknowledgments
About The Author
Index