Zag – The book

No, I don’t think I will be buying this book either, but the take homes from Zag: The #1 Strategy for high performance brands by Marty Neumeier echo and support much of my thinking.

In fact, reading through them, this particular one struck me, [damn flash site] ok, to paraphrase, something to the effect of the market moves faster than any one company can. So a truly successful brand would be one that had the courage to stand still long enough to effect a repositioning of its brand. yes? Thus, the best ReBrand would be one that could hit as many of Mr Neumeier’s take homes as possible.

Lets see, tell me what you think?

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6 Responses to Zag – The book

  1. Niti –
    If there’s one thing I’m passionate about, it’s the negative impact books like this (in particular Neumeier’s books) have on confusing the space of brand. However – the point you bring up, from Neumeier’s book, is better than the one he makes.
    “As the pace of business quickens and the number of brands multiplies, it’s the customers, not companies, who decide which brands live and die.”
    When you’re dealing with your brand as an asset and making a decision to reposition it without changing the offering, then a rebrand is one of your options. IDEO (sorry) has a great case study in their work with Pangea and rebranding them based on the company’s business goals. But Neumeier’s point is one-sided and doesn’t take into consideration that some companies should (and do) kill their products if they don’t meet the core vision of the company. The customer is one part of the equation.
    I was just thinking the other day, at work, that books like Marty’s wouldn’t be so intolerable if he just explained where in the scope of brand his book sits. As a lightweight, power-point book on considering your brand as an asset, it’s not bad. Even inspiring for some I imagine. But in terms of helping a company consider the entire system of brand, in terms of designing a product or service the customer really wants or needs, as well as all the other stuff, the book is less than useful.
    And hello by the way.

  2. niti bhan says:

    hello to you too. so nice of you to drop by. a cup of tea perhaps?

  3. Why thank you – would love one. Perhaps we should go one step further and set up a second life cafe to meet in?

  4. niti bhan says:

    nah, last year I first turned down a workshop on second life when I told the organizer that I had too much left yet to do, in this, my first life. this time around.

  5. Instead of tea I think I left that bottle of Chopin or Belvedere with you guys back at Asilomar a few month back. I wonder if there’s any left?

  6. niti bhan says:

    there’s about half a bottle left, kinda,its belvedere and it tastes nice with ice adn water

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