Of all the books I have read over the past few months, this one stands out. Practical, visual and short!
I’ve used a number of elements in the toolkit, but the whole book is well worth a read.
ZAG – Marty Neumeier
The one-sentence summary
When everybody else zigs, you should zag. Radical differentiation is the number one strategy of high performance brands.
WHAT THE BOOK SAYS
In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. You have to out-position, out-manoeuvre, and out-design everyone else.
There is a 17 step process for working all this out (see Branding Tool):
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 word?
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?
ELEMENTS OF THE BOOK I PARTICULARLY LIKE
This is a short, inspirational book. You can follow the sequence and apply it to a brand immediately. Each step has a number of subsidiary questions.
It tells you how to ‘find your zag’, then design it, and renew it.
The main set up is that everything is speeding up, the real competition is clutter so don’t offer more, offer different.
Companies today have no choice but to connect to the three insatiable demands of business: free, perfect and now.