The 365 Best Business Books Of All-Time: Zag

When I summarize books, I look for two things.

First, I look for tools and principles that you can use to make better decisions in the future.

Second, I look frameworks and perspectives that can help you find new and better ways of doing things.

Today’s book is called Zag, and it’s one of those books that has both. Marty Neumeier boils down brand-making into 17 detailed steps that you can follow to go from brand creation all the way through to brand portfolio management, and everywhere in between.

My Key Takeaway/Principle

Our brand is the only ( ___ ) that ( ___ ).

This comes from step #6 in the brand journey. In the first blank put the name of your category, and in the second blank put your zag.

Being #1 or #2 in your category is critical to your success if you want to build a long-term, defensible position and brand.

Here’s a more detailed version of the exercise — using Harley Davidson as an example — to help you pinpoint your onliness.

What: The only motorcycle manufacturer
How: that makes big, loud motorcycles
Who: for macho guys (and macho wannabes)
Where: mostly in the United States
Why: who want to join a gang of cowboys
When: in an era of decreasing personal freedom.

Questions to ask yourself

• What’s the one thing that makes your brand both different and compelling?
• How would you complete the what, how, who, where, when and why exercise?

What else is covered in this book?

The 16 other steps, of course. Some of my favourites include how and why you should pick a fight with your competition, how to figure out your “trueline”, and why the smartest brands only invest in marketing touchpoint they can dominate.

This year (2018) I’m reading and summarizing the top 365 business books of all-time. You can get the full list of books, and links to my reviews of each book, by clicking here.

Happy learning!