$14.95 a month

Stream or download thousands of included titles.
$14.95 a month after 30 day trial. Cancel anytime.
Buy for $12.95

Buy for $12.95

Pay using card ending in
By confirming your purchase, you agree to Audible's Conditions of Use and Amazon's Privacy Notice. Taxes where applicable.

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.

    Featured Article: 20 Best Marketing Audiobooks for Conquering the Industry


    Though it may seem effortless, behind every advertisement and promotion is an entire team of professionals making a series of choices in order to convey a given message or sell a particular product. Honing your marketing skills and learning insider secrets is a surefire way to reach people and make your voice heard at work and beyond. We’ve curated a list of the top 20 marketing audiobooks to help you master the ins-and-outs of the industry.

    What listeners say about ZAG

    Average Customer Ratings
    Overall
    • 4.5 out of 5 stars
    • 5 Stars
      156
    • 4 Stars
      54
    • 3 Stars
      38
    • 2 Stars
      4
    • 1 Stars
      4
    Performance
    • 4.5 out of 5 stars
    • 5 Stars
      123
    • 4 Stars
      44
    • 3 Stars
      23
    • 2 Stars
      5
    • 1 Stars
      1
    Story
    • 4.5 out of 5 stars
    • 5 Stars
      116
    • 4 Stars
      46
    • 3 Stars
      27
    • 2 Stars
      3
    • 1 Stars
      3

    Reviews - Please select the tabs below to change the source of reviews.

    Sort by:
    Filter by:
    • Overall
      2 out of 5 stars
    • Performance
      3 out of 5 stars
    • Story
      4 out of 5 stars

    Decent book

    Overall, the book basically tells you to think about your business actions and don't be a sheep following the crowd. Look for the other vertical no one is looking at. So when everybody zigs, you zag. It'll give you that edge over the mass flock.

    2 people found this helpful

    • Overall
      3 out of 5 stars
    • Performance
      3 out of 5 stars
    • Story
      3 out of 5 stars

    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 people found this helpful

    • Overall
      5 out of 5 stars
    • Performance
      5 out of 5 stars

    definitely worth the short time investment

    despite how long he's been in the industry, I had only recently learned of Marty neumeier. I'm sure glad I did! this is the first book of his I've listened to, and I plan to go through the rest.

    1 person found this helpful

    • Overall
      3 out of 5 stars
    • Performance
      3 out of 5 stars
    • Story
      1 out of 5 stars

    Just read 22 immutable laws of marketing

    This book is a rebrand of an older and better book. Kind of ironic if you ask me. It’s okay, but the other one is better so why read both.

    • Overall
      5 out of 5 stars
    • Performance
      5 out of 5 stars
    • Story
      5 out of 5 stars

    Insightful

    Excellent exercises for any branding or marketing professional. I just used the obituary exercise with a client and was surprised by the great results.

    • Overall
      5 out of 5 stars
    • Performance
      4 out of 5 stars
    • Story
      3 out of 5 stars

    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
      3 out of 5 stars
    • Performance
      3 out of 5 stars
    • Story
      3 out of 5 stars

    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 person found this helpful

    • Overall
      1 out of 5 stars

    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.

    Sort by:
    Filter by:
    • Overall
      5 out of 5 stars
    • Performance
      5 out of 5 stars
    • Story
      5 out of 5 stars
    Profile Image for gopet
    • gopet
    • 03-09-20

    Amazing

    Delightful and enjoyable experience. Filled with tips on how to create a charismatic brand that zags