What of the best business books I have ever read. It's a must read!

Gets straight to the point, no fluff, read it in one sitting and learned valuable information

This is a no-nonsense yet fun-to-read book that will challenge your notions of branding and marketing. The author uses compelling eye-opening examples and statistics from real life, but really helps you followed a detailed, step-by-step process to invent or re-invent your business. I could see how this book could take the boring factor out of any business plan, bring new life to a team, and make you really know where you are headed, all by making you take a look at the fundamental yet unwritten aspects of doing business in the current generation's marketplace. Much thanks to Kelly Lappin of Greenbird for recommending it. She knew this is exactly the book I needed to work out the details of taking my business to a new level after all these years of thinking of myself as merely a web developer.

You have to read Zag like you read the bible- it tells a great story but you often are better served not delving too deeply into the statements made by the author to support his points (i.e. the fact that 11 million people went to Europe in 2006 versus 8 million in 1964 as evidence of a shift in American society- though as a percent of the population it is almost no change at all in Americans traveling abroad). Such is the nature of writing about a topic where 1) the author makes his money selling branding services; 2) he doesn't believe in hard numbers to prove points, harboring the predictable anti-research position that is both a great strength and weakness of this book and books like this (i.e. Blink). It also may be the most acceptable way to write a book that is not so dry and academic that nobody would want to read it. But the story being told is a great one and it is really well told. Neumeier needs to get a lot of credit for presenting ideas simply (not simplistically) which many other authors would make very complicated. The book is also just really well thought out so that it is thoroughly enjoyable to read even as you get into some pretty important topics that others might get bogged down in jargon or overly long explanations. The book also gets high markst for not only discussing what a "zag" is but also showing you how you can get there if you follow his clearly outlined process. So while the book is clearly a campaign for what he believes versus an objective look at branding, it is great read and I would recommend it for anyone working in marketing/branding that wants a refresher or reminder about what you should be thinking about in our ever-changing world.

ZAG while everyone else ZIGS would be the headline to this wonderful marketing strategy book. This book is every bit as concise and to the point there is to exploring business strategy on creating a brand. The author purposely made the book a short read and I appreciate it. It takes out a lot of extra useless information and retains exactly what is needed. Great examples, great references for further study and letting you, the reader know, that your business strategy needs to be sharp and focused like a sword. There are concepts in this book for all businesses from established brands looking to innovate to businesses looking to grow and for the entrepreneur. If your interested in learning more about brand identity and strategy, this is the perfect book as a starting point for all.

Building brands is what my company does I have read MANY books on the subject and Marty, with runners on 1st, 2nd and 3rd base in the bottom of 9th inning, blasts one over the fence with his book! An easy and short read yet packed full of invaluable information on getting out of the starting blocks on the right track when it comes to building your brand. He speaks effecitvely on what that means and how to do it. It not only reads well but pictorially it's a winner. Visually he always brings the point home. Al Reis's the 22 Immutable laws of branding was my #1, now this has inched its way to the forefront of my favorite reference books in this area. Bravo Marty, bravo!

If you're into branding for your own company or as your service, this book is amazing! So easy to read and so good! Zig when everyone else is zagging and order this book! :-)

Nothing new here. Take one chapter (WHEN EVERYBODY ZIG - you should ZAG) from the original book (THE BRAND GAP) and explain it in more details. Still it’s a good read, some case studies are outdated, but no complaints here. If you get the point, it’s worth it. I bought a used copy on Amazon, worth every penny. Great lesson about focusing you message , so you’ll add customers and not lose them. Very helpful to learn the things you can do to survive in the ocean of competition.

This is an excellent book. This is by far the best book I've read on how to differentiate your brand or services. The book is easy to read and yet profound. Essential reading for any startup

Das beste Buch, das ich bisher über Marketing und Branding gelesen habe

Changed my perspective on my business! Such a great guide for busy owners that want to their brands to make an impact.

この本は、著者の前著を読んでいなくても支障なく読める。 図解もシンプルで、わかりやすいので、日本語版を待たなくても良いと思います。 ただ、最後のほうに、シンプルにまとめた部分があるので、ここだけ読んでも全体が理解できると思います。 見出しと本文内容の中間的な箇条書きというイメージです。

Seguindo o Brand Gap, o Brand Zag é ótimo para quem precisa de insights de inovação em gestão de marcas e estratégias de branding.