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"When everybody zigs, zag," says Marty Neumeier on this current view of mannequin method. ZAG follows the extraordinarily-clear "whiteboard overview" trend of the author’s first book, THE BRAND GAP, nevertheless drills deeper into the question of how producers can harness the power of differentiation. The author argues that in a very cluttered market, typical differentiation just isn’t enough—at current firms need “radical differentiation” to create lasting value for his or her shareholders and customers. In an entertaining three-hour study you’ll research:
– why me-too producers are doomed to fail
– strategies to "study" customer strategies on new merchandise and messages
– the 17 steps for designing “distinction” into your mannequin
– straightforward strategies to flip your mannequin’s “onliness” proper right into a “trueline” to drive synergy
– the secrets and techniques and methods of naming merchandise, suppliers, and firms
– the four deadly dangers confronted by mannequin portfolios
– recommendations on the best way to “stretch” your mannequin with out breaking it
– the easiest way to achieve any respect three ranges of the rivals cycle
From the once more cowl:
In an age of me-too merchandise and on the spot communications, sustaining with the rivals isn’t a worthwhile method. At current you have to out-place, out-maneuver, and out-design the rivals. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier confirmed firms how one can bridge the area between business method and design. In ZAG, he illustrates the amount-one method of high-effectivity producers—radical differentiation.
ZAG is an AIGA Design Press book, revealed beneath Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.
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