- Publisher
- New Riders
- Published
- 2007
- Shelf
- branding: Strategy
- ISBN
- 0321426770
Strategy
Zag
Marty Neumeier
One question, worked through seventeen steps: when every competitor zigs, what exactly do you do instead?
Why read it
The argument is that a crowded market punishes the second-best version of anything, so the only safe position is the one nobody else can occupy. Neumeier makes you write the sentence: my brand is the only _____ that _____. Most brands cannot finish it, and finding out is the value of the book.
Why own it
The seventeen steps are a checklist you run a positioning session against, not a theory you agree with and forget. It sits next to The Brand Gap because the first book explains the problem and this one is the method.
Who it is for
Anyone rebranding into a market that already has a leader.
Reading order
Book 4 of 6 in the branding reading order. See all 6
Read nextDesigning Brand IdentityAlina WheelerWith the strategy written, Wheeler sets out the order an identity project runs in, and what each stage should hand over.Read before thisThe Brand Gap
Opens a search on AbeBooks, a network of independent and antiquarian sellers, which is where a good part of this shelf has to be found, because it is out of print.
Read next
Chosen because they argue with this one, not because a machine noticed they share a category.
