TY  - BOOK
AU  - Neumeier,Marty
ED  - American Institute of Graphic Arts.
TI  - Zag: the number-one strategy of high-performance brands : a whiteboard overview 
SN  - 0321426770
AV  - HD69.B7 N415 2007
U1  - 658.827 22
PY  - 2007///]
CY  - Berkeley, Calif.
PB  - AIGA, New Riders
KW  - Brand name products
KW  - Planning
N1  - 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
ER  -