Jeff Lerner | ZAG: The #1 Strategy of High-Performance Brands

ZAG: The #1 Strategy of High-Performance Brands

by Marty Neumeier

I am very happy with the results of this course. I was able to increase my website's social media traffic by 200%. I was also able to increase my Instagram following by 50% and get much more leads from Facebook ads. - RJ

Marty Neumeier, in his fresh perspective on brand strategy, says "When everyone zigs and zags". ZAG continues the "whiteboard overview" format of THE BRAND GAP, but delve deeper into the question of brands' ability to harness the power and differentiation. According to the author, in today's highly cluttered market, traditional differentiation no longer works. Companies need "radical differentiation" in order to create long-lasting value for shareholders and customers. This entertaining 3 hour read will teach you:

Why me-too brand are doomed for failure

How to "read" customer feedback about new products and messages

The 17 steps to design "difference” in your brand

How to transform your brand's online reputation into a source of inspiration to create synergy

The secrets to naming services and products.

Brand portfolios are at risk of four deadly dangers

How to "stretch your brand without destroying it

How to win at each stage of the competition cycle

From the back cover

It is difficult to keep up with your competitors in an age of instant communication and me-too products. You must out-position, outmaneuver and out-design your competition. What is the new rule? When everybody zigs, zag. Neumeier's first book, THE BRANDGAP, showed companies how to make the connection between design and business strategy. ZAG is the best strategy for high-performance brands, and Neumeier illustrates it.

ZAG This book is published by AIGA Design Press under Peachpit’s New Riders imprint, in partnership with AIGA. For a quick peek inside ZAG, go to