Zag : the number-one strategy of high-performance brands : a whiteboard overview /
Neumeier, Marty,
Zag : the number-one strategy of high-performance brands : a whiteboard overview / by Marty Neumeier. - 178 pages : illustrations ; 21 cm
The title proper, other title information and statement of responsibility spread into four pages.
Includes bibliographical references (pages 159-167) and index.
The big speedup -- The real competition is clutter -- Brand-to-brand combat -- The new definition of brand -- Rosser Reeves got one out of three -- The trouble with advertising -- Don't offer more - offer different -- Finding your zag -- Hit 'em where they ain't -- The dynamics of different and good -- Look for the white space -- Uncover a need state -- Find a parade -- Designing your zag -- Brand as a system -- Who are you? -- What do you do? -- What's your vision? -- What wave are you riding? -- Who shares the brandscape? -- What makes you the "only"? -- What should you add or subtract? -- Who loves you? -- Who's the enemy? -- What do they call you? -- How do you explain yourself? -- How do you spread the world? -- How do people engage with you? -- What do they experience? -- How do you earn their loyalty? -- How do you extend your success? -- How do you protect your portfolio? -- Renewing your zag -- Scissors, paper, rock -- The focus of scissors -- The momentum of rock -- The size of paper -- How structure becomes stricture -- Unlocking your zag -- When good shareholders go bad -- The new prime directive -- A two-stage rocket -- Zagging at the speed of change -- The 17-step process -- Take-home lessons. Pt. 1. Pt. 2. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Pt. 3.
0321426770 9780321426772
2006286727
Brand name products
Brand name products--Planning
HD69.B7 / N415 2007
658.827
Zag : the number-one strategy of high-performance brands : a whiteboard overview / by Marty Neumeier. - 178 pages : illustrations ; 21 cm
The title proper, other title information and statement of responsibility spread into four pages.
Includes bibliographical references (pages 159-167) and index.
The big speedup -- The real competition is clutter -- Brand-to-brand combat -- The new definition of brand -- Rosser Reeves got one out of three -- The trouble with advertising -- Don't offer more - offer different -- Finding your zag -- Hit 'em where they ain't -- The dynamics of different and good -- Look for the white space -- Uncover a need state -- Find a parade -- Designing your zag -- Brand as a system -- Who are you? -- What do you do? -- What's your vision? -- What wave are you riding? -- Who shares the brandscape? -- What makes you the "only"? -- What should you add or subtract? -- Who loves you? -- Who's the enemy? -- What do they call you? -- How do you explain yourself? -- How do you spread the world? -- How do people engage with you? -- What do they experience? -- How do you earn their loyalty? -- How do you extend your success? -- How do you protect your portfolio? -- Renewing your zag -- Scissors, paper, rock -- The focus of scissors -- The momentum of rock -- The size of paper -- How structure becomes stricture -- Unlocking your zag -- When good shareholders go bad -- The new prime directive -- A two-stage rocket -- Zagging at the speed of change -- The 17-step process -- Take-home lessons. Pt. 1. Pt. 2. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Pt. 3.
0321426770 9780321426772
2006286727
Brand name products
Brand name products--Planning
HD69.B7 / N415 2007
658.827