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"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the authors first book, THE BRAND GAP, but drills deeper into the question of how brands c
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic b
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. Youll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from
In einer unterhaltsamen zweistündigen Lektüre lernen Sie: wie Marken neu definiert werden die fünf wesentlichen Disziplinen der Markenbildung wie Branding die Dynamik des Wettbewerbs verändert die drei wichtigsten Fragen zu einer Marke warum Zusammenarbei