![Preview of ZAG: The #1 Strategy of High-Performance Brands](https://m.media-amazon.com/images/I/41jfGoz9GwL.jpg)
updated 4d ago
updated 4d ago
Today 92% of people skip the commercials on their recorded programs. How has the industry responded? By hitting further below the belt—sneaking advertising into editorial copy, television content, movies, and events, all under the euphemistic heading of product placement.
juarry added 3mo ago
Differentiation, the art of standing out from the competition, is not front-page news. What IS front-page news, in a world of extreme clutter, is that you need more than differentiation. You need RADICAL differentiation. The new rule: When everybody zigs, zag.
juarry added 3mo ago
What exactly is a brand? Hint: It’s not a company’s logo or advertising. Those things are controlled by the company. Instead, a brand is a customer’s gut feeling about a product, service, or company.
juarry added 3mo ago
the advertising industry is fighting back with even more intrusiveness. This is the first reason for advertising’s death spiral.
juarry added 3mo ago
Radical differentiation, on the other hand, is about finding a whole new market space you can own and defend,
juarry added 3mo ago
He learned how to find the spaces between the fielders.
juarry added 3mo ago
The cheap-reader category was pure white space before someone noticed a job not getting done: People were going without extra pairs of glasses because they didn’t want to spend hundreds of dollars on prescription pairs.
juarry added 3mo ago
brand-building isn’t a series of isolated activities, but a complete system in which five disciplines—differentiation, collaboration, innovation, validation, and cultivation—combine to produce a sustainable competitive advantage.
juarry added 3mo ago
Companies need to think like artists when they’re looking for new market space, because new market space, or “white space,” is the secret to zagging.
juarry added 3mo ago