Books › Zag
Zag
First published 2006 · 192 pages
A shot of espresso for your strategic thinking, stripping away corporate clutter to reveal the power of standing out.
What it feels like
Reading this book feels like sitting down with a brilliant, no-nonsense mentor who sketches out the secrets of the universe on a napkin. It is a brisk, highly visual experience that strips away the dense, jargon-heavy padding of traditional business literature in favor of punchy, whiteboard-style clarity. The mood is relentlessly energized and optimistic, designed to shake you out of creative complacency and push you toward radical differentiation. You aren't just reading; you are absorbing a mindset shift. The ultra-lean prose and striking design work in tandem to create a sense of sudden, sharp focus. It is the perfect read for entrepreneurs, designers, and marketers who crave high-impact inspiration and actionable frameworks they can consume in a single, highly caffeinated afternoon.
- Mood
- energized
- clear-headed
- optimistic
- Tone
- punchy
- direct
- witty
- authoritative
- encouraging
- Pace
- brisk
- Themes
- radical differentiation · creative rebellion · strategic focus · cutting through noise
- The writing
- Ultra-lean, highly visual, and conversational, relying on punchy aphorisms and whiteboard-style brevity.
- The arc
- Moves from a sense of overwhelming market clutter to a feeling of sharp, actionable clarity and creative confidence.
- Who it's for
- Entrepreneurs, designers, and marketers who want high-impact strategic frameworks delivered without corporate jargon.
About the book
"When everybody zigs, zag," says author Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of Neumeier'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 cyFor a quick peek inside ZAG, go to www.zagbook.com.
Description from Open Library.
Books like Zag
See why they match
The brand gapMarty NeumeierA punchy, visually driven masterclass that cuts through marketing jargon to reveal the elegant simplicity of true branding.
Designing brand identityAlina WheelerA comprehensive, accessible toolkit that transforms abstract corporate visions into structured, sustainable brand identities.
The hero and the outlawMargaret Mark; Carol S. PearsonAn analytical and empowering guide to unlocking the psychological archetypes that drive the world's most successful brands.
The 22 immutable laws of brandingAl RiesA punchy, no-nonsense masterclass in cutting through the noise and planting a flag in the consumer's mind.
BUILDING A STORY BRANDDonald MillerA clarifying, actionable guide that transforms the anxiety of marketing into the empowering act of telling a good story.
FreeChris AndersonA paradigm-shifting exploration of how the digital age turned a promotional gimmick into the bedrock of modern economics.