Zag : the number-one strategy of high-performance brands : a whiteboard overview. / by Marty Neumeier. txt

Por:

Neumeier, Marty

Colaborador(es):

American Institute of Graphic Arts

United States of America : New Riders , 2007Descripción: 178 p. ill. ; 21 cmTipo de contenido:

text

Tipo de medio:

unmediaded

Tipo de soporte:

volume

ISBN:

0321426770

Tema(s):

Clasificación LoC:

HD69.B7 N48 2007

Contenidos:

Introduction -- The Big Speedup 1 -- The Real Competition is Clutter 6 -- Brand to Brand Combat 14 -- The New Definition of Brand 19 -- Rosser Reeves Got One Out of Three 20 -- The Trouble with Advertising 21 -- Don't Offer More Offer Different 26 -- Part 1 : Finding Your Zag -- Hit 'EM Where They Ain't 33 -- The Dynamics of Different and Good 34 -- Look for the White Space 40 -- Uncover a Need State 41 -- Find a Parade 45 -- Part 2 : Designing Your Zag -- Brand as a System 47 -- 1. Who are you? 49 -- 2. What do you do ? 53 -- 3. What's your vision? 54 -- 4. What wave are you riding? 56 -- 5. Who shares the brandscape? 60 -- 6. What makes you the ''only''? 65 -- 7. What should you add or subtract? 72 -- 8. Who loves you ? 76 -- 9. Who's the enemy ? 81 -- 10. What do they call you ? 82 -- 11. How do you explain yourself? 88 -- 12. How do you spread the word? 91 -- 13. How do people engage with you ? 94 -- 14. What do they experience ? 96 -- 15. How do you earn their loyalty? 100 -- 16. How do you extend your sucess ? 104 -- 17. How do you protect your portfolio? 108 -- Part 3 : Renewing Your Zag -- Scissors, paper, rock 115 -- The focus of scissors 120 -- The momentum of rock 121 -- The size of paper 122 -- How structure becomes stricture 124 -- Unlocking your zag 126 -- When good shareholders go bad 130 -- The new prime directive 131 -- A two stage rocket 132 -- Zagging at the speed oof change 134 -- The 17 step process 138 -- Take home lessons 144 -- Recommended reading 158 -- About Neutron 168 -- Acknowledgments 170 -- Index 172 -- About the author 178 --

Existencias
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	Libro	CARIBET Biblioteca Arquitectura Colección General CARIBET				General HD69.B7 N48 2007 (Navegar estantería(Abre debajo))				1	Disponible			91000000002741

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Descripciones mejoradas de Syndetics:

"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 www.zagbook.com.

Include index.

The title proper, other title information and statement of responsibility spread into four pages.

Introduction --
The Big Speedup 1 --
The Real Competition is Clutter 6 --
Brand to Brand Combat 14 --
The New Definition of Brand 19 --
Rosser Reeves Got One Out of Three 20 --
The Trouble with Advertising 21 --
Don't Offer More Offer Different 26 --
Part 1 : Finding Your Zag --
Hit 'EM Where They Ain't 33 --
The Dynamics of Different and Good 34 --
Look for the White Space 40 --
Uncover a Need State 41 --
Find a Parade 45 --
Part 2 : Designing Your Zag --
Brand as a System 47 --
1. Who are you? 49 --
2. What do you do ? 53 --
3. What's your vision? 54 --
4. What wave are you riding? 56 --
5. Who shares the brandscape? 60 --
6. What makes you the ''only''? 65 --
7. What should you add or subtract? 72 --
8. Who loves you ? 76 --
9. Who's the enemy ? 81 --
10. What do they call you ? 82 --
11. How do you explain yourself? 88 --
12. How do you spread the word? 91 --
13. How do people engage with you ? 94 --
14. What do they experience ? 96 --
15. How do you earn their loyalty? 100 --
16. How do you extend your sucess ? 104 --
17. How do you protect your portfolio? 108 --
Part 3 : Renewing Your Zag --
Scissors, paper, rock 115 --
The focus of scissors 120 --
The momentum of rock 121 --
The size of paper 122 --
How structure becomes stricture 124 --
Unlocking your zag 126 --
When good shareholders go bad 130 --
The new prime directive 131 --
A two stage rocket 132 --
Zagging at the speed oof change 134 --
The 17 step process 138 --
Take home lessons 144 --
Recommended reading 158 --
About Neutron 168 --
Acknowledgments 170 --
Index 172 --
About the author 178 --

Notas de autor provistas por Syndetics

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.

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