Zag : the number-one strategy of high-performance brands : a whiteboard overview. / txt
by Marty Neumeier.
- 178 p. ill. ; 21 cm. book
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 --
0321426770
2006286727
Brand name products Product differentiation. Brand name products--Planning.