Zag: The #1 Strategy of High-Performance Brands

By Marty Neumeier
"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


Marty Neumeier started his career as a designer, later adding writing and publishing to his list of credits. He has written eight books on brand, strategy, innovation, and company culture.

His first book, The Brand Gap, was conceived as a “whiteboard overview”—a highly visual book designed to be read on a short plane flight. It became an instant bestseller, hitting the top ten on Amazon in the first month. An online version has been viewed over 22 million times since then.

A second whiteboard overview, Zag, was named one of the “top 100 business books of all time.” He quickly followed Zag with three books on design thinking: The Designful CompanyMetaskills, and The 46 Rules of Genius.

During his five-decade career, he has worked closely with innovative companies such as Apple, Sun Microsystems, Adobe, Netscape, Microsoft, HP, and Google, helping them to advance their brands and cultures.

Today he serves as Director of CEO Brand for Liquid Agency, a Silicon Valley firm that designs branded cultures for large organizations. He travels extensively as a workshop leader and speaker on the topics of brand, innovation, and leadership. When he’s not traveling, he and his wife Eileen divide their time between California and southwest France. Connect with Marty on LinkedIn or subscribe to



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ISBN: 9780321426772

About the Paperback

Publisher New Riders Publishing
Publish date 09/01/2006
Pages 178
ISBN-13 9780321426772
ISBN-10 0321426770
Language English

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