Zag

In 'ZAG', Marty Neumeier argues that traditional differentiation is no longer sufficient in today's highly competitive market.

He advocates for 'radical differentiation' to create lasting value for shareholders and customers.

The book provides a 17-step brand audit, tips on reading customer feedback, naming products, and avoiding common dangers faced by brand portfolios.

It emphasizes the need to 'zag' when everyone else is 'zigging' to out-position, out-maneuver, and out-design the competition.