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Publisher's Summary

"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 listen 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.
  • ©2006 Marty Neumeier; (P)2009 Audible, Inc.

    What members say

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    • Performance
    • Story

    Great Book But Wow It's Short

    Would you recommend this book to a friend? Why or why not?

    Yes ultimately I would but be prepared for a quick read...It's seriously only an hour long. Just when you are getting into it it ends. It's more of a really good BLOG post. So perhaps more people should narrate their BLOG posts and make some extra cash!

    Would you be willing to try another book from Marty Neumeier? Why or why not?

    Yes but I would really look at the length...I'm on the 1 credit a month Audible plan and did this in one listen.

    If this book were a movie would you go see it?

    More of an ad break than a movie...

    Any additional comments?

    Great content, wish their was more of it.

    2 of 2 people found this review helpful

    • Overall
    • Performance
    • Story

    great book for people looking to start a brand

    great book but I needed to take notes!! I was amazed at all the value found inside

    • Overall
    • Performance
    • Story

    Legal Plagerism at it's finest

    The very first few minutes were almost a complete extraction from Trout & Ries' Positioning but lacked the depth and proof. If this is how you write a book then I should no problem with "re-positioning" the writing of great books for sell with my name on it. Look out world, here I come.

    1 of 3 people found this review helpful

    • Overall

    Weak and shallow

    This is exactly why I pity marketing people. They need to stretch their point infinitely so that it seems they know something. This book goes on and on about obvious stuff which can be sum up in one sentence: Don't do what everybody else is doing, do something different. Dah...

    Don't waste your money on this. It is a complete waste of time.

    0 of 4 people found this review helpful