Zag

Author: Marty Neumeier
Publisher: Peachpit Press
ISBN: 9780321426772
Size: 70.60 MB
Format: PDF
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In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. Today you have to out-position, outmanoeuvre, and out-design the competition. The new rule? When everybody zigs, zag. In the recent bestseller, The Brand Gap (AIGA/New Riders), Neumeier showed companies how to bridge the distance between business strategy and design. In his latest book Zag, he illustrates the first big step in building a high-performance brand-radical differentiation.

Zag

Author: Marty Neumeier
Publisher: Pearson Education
ISBN: 0132798123
Size: 32.42 MB
Format: PDF, ePub
View: 7063
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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 author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to "read" customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.

Brand Resilience

Author: Jonathan R. Copulsky
Publisher: St. Martin's Press
ISBN: 9780230120341
Size: 46.68 MB
Format: PDF
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As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.

Making Waves

Author: Mark Ramsey
Publisher: iUniverse
ISBN: 1440102570
Size: 63.88 MB
Format: PDF, ePub, Docs
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Radio is on the verge all right, but on the verge of what? Are we on the cusp of a new renaissance, a time of unprecedented excitement and opportunity? Or are we headed, as some naysayers argue, towards an industry-wide twilight? Making Waves argues that it's the former, not the latter. This book can help any broadcaster navigate a digital wonderland of infinite choice and endless competition. Dive in. The water's fine. Let's make some waves. Foreword by Greater Media CEO Peter Smyth.

Maximizing Profits

Author: Lori Nordstrom
Publisher: Amherst Media
ISBN: 1608958523
Size: 40.71 MB
Format: PDF
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If you’ve got great camera skills and want to take the plunge and make your passion a career, you’ll need to build a solid business foundation from which your passion and creativity can take flight. If you’re like most artists, the business side of things seems a bit dry—and it may be something you dread. Fortunately, Lori Nordstrom takes the sting out of your studies and gives you all of the skills you need to plan your business, attract the attention of the clientele you want to serve, recruit a staff that supports your creative and financial objectives, create a top-notch customer-service experience, and show and sell your unique images to happy clients, time after time. Lori Nordstrom is an award-winning photographer and an active lecturer and blogger who inspires other photographers to make smart business decisions that positively impact the children-and-family portrait industry as a whole. In this book, she’s compiled her hard-won tips, sharing clear, simple ideas for developing your personal style; identifying your ideal client base, creating a referral system, constructing displays, getting media coverage, and hosting events. She’ll also help you understand how to hire a staff, create a budget, schedule your time, manage your workflow, and establish a sense of value and a cost structure that allows for a nice profit. Because all of your pre-session efforts should lead to a successful photographic experience for your clients, special attention is given to cultivating a standout studio experience that allows clients to feel relaxed, happy, and yes, pampered. Nordstrom also helps readers work through some issues that are notoriously challenging for photographers—breaking free of pricing set points, selling their products, and overcoming client objections to close the sale. This book offers a fresh, exciting, and friendly approach to building a sustainable business that affords photographers the opportunity to confidently create—and make a great living.

Marketing Greatest Hits Volume 2

Author: Kevin Duncan
Publisher: A&C Black
ISBN: 1408175738
Size: 10.95 MB
Format: PDF, ePub, Docs
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Hard on the heels of the popular Marketing Greatest Hits comes volume II, the definitive compendium of everything you need to know from the best minds in modern marketing - abridged, condensed, and ready for immediate action. As well as saving hundreds of hours of reading time, the reader is able to grasp ideas with pithy accuracy, explain them authoritatively to colleagues and, crucially, avoid being hoodwinked by those who claim to understand a concept when in fact they have got the wrong end of the stick. 40 books are summarised in six short chapters, one-minute summaries, and one-sentence summaries to give an immediate feel for the subjects. All the wisdom forms an intriguing 40-point manifesto to inspire your approach.