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Zag : the number-one strategy of high-performance brands : a whiteboard overview / by Marty Neumeier.

By: Contributor(s): Material type: TextTextPublisher: Berkeley, Calif. : AIGA : New Riders, [2007]Copyright date: ©2007Description: 178 pages : illustrations ; 21 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0321426770
  • 9780321426772
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HD69.B7 N415 2007
Contents:
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 -- Pt. 1. 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 -- Pt. 2. Designing your zag -- Brand as a system -- 1. Who are you? -- 2. What do you do? -- 3. What's your vision? -- 4. What wave are you riding? -- 5. Who shares the brandscape? -- 6. What makes you the "only"? -- 7. What should you add or subtract? -- 8. Who loves you? -- 9. Who's the enemy? -- 10. What do they call you? -- 11. How do you explain yourself? -- 12. How do you spread the world? -- 13. How do people engage with you? -- 14. What do they experience? -- 15. How do you earn their loyalty? -- 16. How do you extend your success? -- 17. How do you protect your portfolio? -- Pt. 3. 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.
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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 -- Pt. 1. 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 -- Pt. 2. Designing your zag -- Brand as a system -- 1. Who are you? -- 2. What do you do? -- 3. What's your vision? -- 4. What wave are you riding? -- 5. Who shares the brandscape? -- 6. What makes you the "only"? -- 7. What should you add or subtract? -- 8. Who loves you? -- 9. Who's the enemy? -- 10. What do they call you? -- 11. How do you explain yourself? -- 12. How do you spread the world? -- 13. How do people engage with you? -- 14. What do they experience? -- 15. How do you earn their loyalty? -- 16. How do you extend your success? -- 17. How do you protect your portfolio? -- Pt. 3. 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.

Machine converted from AACR2 source record.

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