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Zag: The Number One Strategy of High-performance Brands (Englisch) Taschenbuch – 20. September 2006

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Wird oft zusammen gekauft

  • Zag: The Number One Strategy of High-performance Brands
  • +
  • The Brand Gap: How to bridge the distance between business strategy and design: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview (Aiga Design Press)
  • +
  • The Brand Flip: Why customers now run companies and how to profit from it (Voices That Matter)
Gesamtpreis: EUR 64,85
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Produktinformation

Produktbeschreibungen

Pressestimmen

" You already know that this book has the best title of any marketing book in a generation. What you don' t know is the details of the Intrusiveness Death Spiral and what to do about it. This little book ought to help. A lot."
-- SETH GODIN, AUTHOR OF SMALL IS THE NEW BIG
" Here' s a practical field guide on how to create and grow a world-class brand, so no more excuses-- read it now and start zagging."
-- KIP KNIGHT, MARKETING VICE PRESIDENT, EBAY
" The revolution needs passion, imagination, and a dangerous handbook. Here
it is, born in the trenches yet written with enough verve and imagination to get you out of them-- fast."
-- BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR, OGILVY & MATHER WORLDWIDE
" A big idea surrounded by 17 practical steps and presented in a delightful style. The presentation alone is worth the price of the book."
-- DAVID A. AAKER, VICE CHAIRMAN, PROPHET, AUTHOR OF BRAND PORTFOLIO STRATEGY
" Awesome book-- even better than THE BRAND GAP. It arrived at my desk like a familiar but new friend."
-- ROD SWANSON, DIRECTOR OF BRAND INTEGRATION, ELECTRONIC ARTS
" There are two strategy choices: Do what everyone else is doing, only better, cheaper, or faster. Or do something different and truly distinctive. Marty Neumeier offers essential insights into how to do the latter."
-- PROF. RON SANCHEZ, COPENHAGEN BUSINESS SCHOOL, CO-AUTHOR OF THE NEW STRATEGIC MANAGEMENT
"ZAG is the new GPS for marketers. Clear, crisp directions for building strongbrands and keeping them fresh and relevant. Read it before your competition does and stay one zag ahead."
-- GARY ELLIOTT, VP BRAND MARKETING, HEWLETT-PACKARD COMPANY
" Never has one author jammed so many good ideas into so few pages as Marty Neumeier has."
-- AL RIES, AUTHOR OF THE ORIGIN OF BRANDS
"It is part manifesto, part practical handbook, and you can read it between LaGuardia and Logan."
-- BUSINESSWEEK


"You already know that this book has the best title of any marketing book in a generation. What you don't know is the details of the Intrusiveness Death Spiral and what to do about it. This little book ought to help. A lot."
-SETH GODIN, AUTHOR OF SMALL IS THE NEW BIG
"Here's a practical field guide on how to create and grow a world-class brand, so no more excuses-read it now and start zagging."
-KIP KNIGHT, MARKETING VICE PRESIDENT, EBAY
"The revolution needs passion, imagination, and a dangerous handbook. Here
it is, born in the trenches yet written with enough verve and imagination to get you out of them-fast."
-BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR, OGILVY & MATHER WORLDWIDE
"A big idea surrounded by 17 practical steps and presented in a delightful style. The presentation alone is worth the price of the book."
-DAVID A. AAKER, VICE CHAIRMAN, PROPHET, AUTHOR OF BRAND PORTFOLIO STRATEGY
"Awesome book-even better than THE BRAND GAP. It arrived at my desk like a familiar but new friend."
-ROD SWANSON, DIRECTOR OF BRAND INTEGRATION, ELECTRONIC ARTS
"There are two strategy choices: Do what everyone else is doing, only better, cheaper, or faster. Or do something different and truly distinctive. Marty Neumeier offers essential insights into how to do the latter."
-PROF. RON SANCHEZ, COPENHAGEN BUSINESS SCHOOL, CO-AUTHOR OF THE NEW STRATEGIC MANAGEMENT
"ZAG is the new GPS for marketers. Clear, crisp directions for building strong brands and keeping them fresh and relevant. Read it before your competition does and stay one zag ahead."
-GARY ELLIOTT, VP BRAND MARKETING, HEWLETT-PACKARD COMPANY
"Never has one author jammed so many good ideas into so few pages as Marty Neumeier has."
-AL RIES, AUTHOR OF THE ORIGIN OF BRANDS
"It is part manifesto, part practical handbook, and you can read it between LaGuardia and Logan."
-BUSINESSWEEK


"Each of [Neumeier's] books is excellent, but ZAG is revolutionary."
--JACK COVERT AND TODD SATTERSTEN, FROM THE 100 BEST BUSINESS BOOKS OF ALL TIME
"You already know that this book has the best title of any marketing book in a generation. What you don't know is the details of the Intrusiveness Death Spiral and what to do about it. This little book ought to help. A lot."
--SETH GODIN, AUTHOR OF SMALL IS THE NEW BIG
"Here's a practical field guide on how to create and grow a world-class brand, so no more excuses--read it now and start zagging."
--KIP KNIGHT, MARKETING VICE PRESIDENT, EBAY
"The revolution needs passion, imagination, and a dangerous handbook. Here
it is, born in the trenches yet written with enough verve and imagination to get you out of them--fast."
--BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR, OGILVY
"A big idea surrounded by 17 practical steps and presented in a delightful style. The presentation alone is worth the price of the book."
--DAVID A. AAKER, VICE CHAIRMAN, PROPHET, AUTHOR OF BRAND PORTFOLIO STRATEGY
"Awesome book--even better than THE BRAND GAP. It arrived at my desk like a familiar but new friend."
--ROD SWANSON, DIRECTOR OF BRAND INTEGRATION, ELECTRONIC ARTS
"There are two strategy choices: Do what everyone else is doing, only better, cheaper, or faster. Or do something different and truly distinctive. Marty Neumeier offers essential insights into how to do the latter."
--PROF. RON SANCHEZ, COPENHAGEN BUSINESS SCHOOL, CO-AUTHOR OF THENEW STRATEGIC MANAGEMENT
"ZAG is the new GPS for marketers. Clear, crisp directions for building strong brands and keeping them fresh and relevant. Read it before your competition does and stay one zag ahead."
--GARY ELLIOTT, VP BRAND MARKETING, HEWLETT-PACKARD
"Never has one author jammed so many good ideas into so few pages as Marty Neumeier has."
--AL RIES, AUTHOR OF THE ORIGIN OF BRANDS
"It is part manifesto, part practical handbook, and you can read it between LaGuardia and Logan."
--BUSINESSWEEK


Each of [Neumeier s] books is excellent, but ZAG is revolutionary.
JACK COVERT AND TODD SATTERSTEN, FROM THE 100 BEST BUSINESS BOOKS OF ALL TIME
You already know that this book has the best title of any marketing book in a generation. What you don t know is the details of the Intrusiveness Death Spiral and what to do about it. This little book ought to help. A lot.
SETH GODIN, AUTHOR OF SMALL IS THE NEW BIG
Here s a practical field guide on how to create and grow a world-class brand, so no more excuses read it now and start zagging.
KIP KNIGHT, MARKETING VICE PRESIDENT, EBAY
The revolution needs passion, imagination, and a dangerous handbook. Here
it is, born in the trenches yet written with enough verve and imagination to get you out of them fast.
BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR, OGILVY
A big idea surrounded by 17 practical steps and presented in a delightful style. The presentation alone is worth the price of the book.
DAVID A. AAKER, VICE CHAIRMAN, PROPHET, AUTHOR OF BRAND PORTFOLIO STRATEGY
Awesome book even better than THE BRAND GAP. It arrived at my desk like a familiar but new friend.
ROD SWANSON, DIRECTOR OF BRAND INTEGRATION, ELECTRONIC ARTS
There are two strategy choices: Do what everyone else is doing, only better, cheaper, or faster. Or do something different and truly distinctive. Marty Neumeier offers essential insights into how to do the latter.
PROF. RON SANCHEZ, COPENHAGEN BUSINESS SCHOOL, CO-AUTHOR OF THE NEW STRATEGIC MANAGEMENT
"ZAG is the new GPS for marketers. Clear, crisp directions for building strong brands and keeping them fresh and relevant. Read it before your competition does and stay one zag ahead.
GARY ELLIOTT, VP BRAND MARKETING, HEWLETT-PACKARD
Never has one author jammed so many good ideas into so few pages as Marty Neumeier has.
AL RIES, AUTHOR OF THE ORIGIN OF BRANDS
"It is part manifesto, part practical handbook, and you can read it between LaGuardia and Logan.
BUSINESSWEEK
"

Synopsis

"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 cycle ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.

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Format: Kindle Edition Verifizierter Kauf
It's a quick read and probably stresses ideas you were already familiar with: Have a business, a brand, that is focused and different than other companies. The author uses the handy analgoy of rock paper, scissors (or rather scissors, rock, paper) to differentiate between three stages of businesses. If you are in the process of starting a business or thinking about branding, this is a good choice!
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: HASH(0x9963918c) von 5 Sternen 64 Rezensionen
29 von 30 Kunden fanden die folgende Rezension hilfreich
HASH(0x9966bbd0) von 5 Sternen How to "zag" when everyone else "zigs" 28. Juni 2007
Von Robert Morris - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
In a previous book, The Brand Gap, Marty Neumeier explains how companies can bridge the gap between business strategy and customer experience, noting that brand-building isn't a series of isolated activities; rather, it is a complete system in which five disciplines - differentiation, collaboration, innovation, validation, and cultivation - "combine to produce a sustainable competitive advantage. " His intent in Zag "is to zoom in on differentiation to reveal the system within the system."

Initially, he observes that the human mind deals with clutter the best way it can: by blocking it out. As a result, "the newest barriers to competition are the mental walls that customers erect to keep out clutter. For the first time in history, the most powerful barriers to competition are not controlled by companies, but by customers. Those little boxes they build in their minds determine the boundaries of brands." (Thomas H. Davenport and John C. Beck also have much of value to say about these boundaries and barriers in The Attention Economy: Understanding the New Currency of Business.) In his latest book, Neumeier explains how to overcome these barriers with radical innovation - "the engine for a high performance brand" - that requires mastery of four disciplines:

1. Finding your zag
2. Designing your zag
3. Building your zag
4. Renewing your zag

Everything begins with identifying the zag. That is, offering something that combines the qualities of both good and different. "When focus is paired with differentiation, supported by a trend, and surrounded by compelling communications, you have the basic ingredients of a zag."

OK, but how to do that? Neumeier provides a design process that consists of 17 checkpoints, each formulated as a question. He explains how to answer each of them correctly (i.e. an answer most appropriate to the given organization) by proceeding through a sequence of 17 checkpoints, each of which evokes a question to be answered correctly (i.e. appropriate to the given organization), with the first two previously posed as a trilogy in The Brand Gap: "Who are you?" and "What do you do?" Responding to them may prove far more difficult than it may first seem and a correct (i.e. appropriate) answer to each is essential to achieving radical innovation. The third question posed previously, "Why should I care?" creates an even greater challenge. Fortunately, a correct (i.e. appropriate) answer to that question will be revealed by carefully proceeding through the remaining 15 checkpoints.

It is truly remarkable how much substance and how many thought-provoking questions Neumeier provides within a narrative of less than 200 pages. With both rigor and eloquence, he explains how radical innovation can break through ever-increasing clutter in a competitive marketplace, whatever and wherever it may be. Special note should also be made of the book's production values. All of his core concepts, checklists, key points, observations, and recommendations are presented within a visually appealing context. The last time I checked, there are about 34,000 business books on the general subject of brands. Neumeier has written two of the most valuable among them. Bravo!
21 von 21 Kunden fanden die folgende Rezension hilfreich
HASH(0x9966be1c) von 5 Sternen Buy it (unless you can answer the question) 10. März 2007
Von Jeff Scurry - Veröffentlicht auf Amazon.com
Format: Taschenbuch
How do you know if you should read this book? Simple, finish this sentence:

Our brand is the only ____________that ______________.

If you completed that sentence with something only your brand can do then you don't need to bother. If not, stop reading and order now.

Although everyone says they are (probably) uniquely qualified to do whatever it is they do, few can actually plug the holes in the sentence. Zag will teach you how.

Zag teaches that the only way to differentiate yourself is to zag when everybody zigs. Go where no one else has gone before. Don't make it different - make it radically different! Don't worry, there is a 17-point checklist to walk you through it.

Like the Brand Gap, Neumeier has dropped the heft and delivered "easy-to-read, easy-to-use and easy-to-remember principles." No words or pages are wasted in Zag.

I give it my highest rating.
21 von 25 Kunden fanden die folgende Rezension hilfreich
HASH(0x99671078) von 5 Sternen Great Ideas, None From the Author 13. Dezember 2009
Von Marcos - Veröffentlicht auf Amazon.com
Format: Taschenbuch
I guess if the author had stated clearly that this book was a pastitsio, or a mix of other marketing books, I could actually give it 4 stars. Indeed, it is a great short summary of marketing common sense, and one which I could easily refer students to. The core of the book is a check list from the company's mission to communication to the points of contact with the customer, much like a homework marketing managers should be doing already.

However, the book doesn't bring ONE new idea into the stage. They are all ideas from other authors, whom surprisingly recommend the book, when they should instead be suing Neumeier for plagiarism.

The very concept of ZAG, a catch word if there was ever one, is the same as Seth Godin's Purple Cow: a unique differentiation concept that would put you ahead of the competition. Then he spends a good time explaining how the consumer has a specific mind niche for each category, a concept that is present in the 1980 book "Positioning", by Ries and Trout. He uses Godin's "Tribes"concept a lot. Drop a little Aaker into the mix and you have ZAG.
I am mesmerized, because the author recommends these very books he got all the ideas from, in the end of his text.

So, is it ok now to almost cut & paste other works as long as you mention them in the appendix ? Is this an editorial marketing ploy ?
If you are not bothered by this, then go ahead and buy the book. It is an easy read and the ideas are useful.
5 von 5 Kunden fanden die folgende Rezension hilfreich
HASH(0x996713d8) von 5 Sternen A Must Read For All Marketing Professionals 4. Juni 2007
Von Evan Blittner - Veröffentlicht auf Amazon.com
Format: Taschenbuch
Positioning a brand to genuinely differ itself from the competition is one thing. This book goes beyond most branding books by providing a handbook that clearly identifies strategies to create a distinctive consumer experience (ZAG). Neumeier uses real world examples to demonstrate how brands ZAG using organically grown strategies and execution that is placed into their entire culture.

The book provides detailed explanations as well as charts for key themes such as Good and Different, Defining a brand, Market place clutter, Designing your ZAG, True lines that translate into real world Taglines, engagement, and how to create mutual loyalty programs that engage and challenge consumers rather than buy loyalty with discounts.
4 von 4 Kunden fanden die folgende Rezension hilfreich
HASH(0x996715f4) von 5 Sternen Zag is Zagworthy 29. September 2007
Von Brittany Rose - Veröffentlicht auf Amazon.com
Format: Taschenbuch
I purchased this book at the same time as the Brand Gap, being confident in the fact they'd both be helpful, well-written, yet densely packed tomes of information - and I was right!

Zag hones in on one element discussed in the Brand Gap - differentiation - and expands it into a 200-so page book. According to Neumeier, differentiation, or creating zag, is one of the most important elements of branding - and it needs to happen at every step of the way, from conception to naming to marketing.

The great thing about Zag is the way it presents the information - much like in the Brand Gap it follows a 'whiteboard', graphic-heavy, basic (but important) facts. This time around however, it pairs the basic format with a strong, easy-to-follow example through the faux development of an educational wine bar chain.

Neumeier then takes the reader through 17 steps (including some helpful exercises) you should take as a business owner, venture capitalist, or advertising professional when determining whether your product is zagworthy - or how to make it so it is.

In terms of why I gave the book 4 stars as opposed to 5...The last section of the book - once the 17 steps are completed and the wine bar is 'fully developed' - is a little bit dense/doesn't seem to flow as well as the rest of the book/series.

Also there is a decent amount of repetition between Zag and the Brand Gap, and I am hesitant in believing that people would pick up one without the other. Although it makes sense to reinforce the principles (and sell more books I'm sure) in some cases, it almost made it hard to differentiate some of the messages between the books, making me feel a bit cheated in that I paid money to read the same pages over.

I have a hunch Neumeier might take the 5 main principles found in The Brand gap and expand each of them into books like Zag did for differentiation - and I can't fault him for doing so. Zag is definitely an improvement on The Brand Gap in that it offers a focused "here's exactly what you can do" strategy, but it still remains general enough that virtually any level of professional (student, beginner, executive etc.) can sit down and walk away a couple of hours later feeling like they learned something.
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