• by Marty Neumeier
  • Narrated by Marty Neumeier
  • 1 hrs and 39 mins
  • Unabridged Audiobook

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.


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Customer Reviews

Most Helpful

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.

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- Nick

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
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- Alan Smithson

Book Details

  • Release Date: 11-06-2009
  • Publisher: Audible Studios