ZAG: The #1 Strategy of High-Performance Brands

Radical differentiation, on the other hand, is about finding a whole new market space you can own and defend, thereby delivering profits over years instead of months.

In a marketplace of me-too offerings, people don’t seek features and benefits so much as tribal identity.

To delight customers so that MORE people buy MORE things for MORE years at a HIGHER price.

A BRAND IS A PERSON’s GUT FEELING A ABOUT A PRODUCT, SERVICE, OR COMPANY.

Instead, a brand is a customer’s gut feeling about a product, service, or company.

25 years from now your company is wiped out. Now, sit down and write your company’s obituary. What would you like posterity to say about you?

And what about your company? Where’s your passion?

“follow your bliss”

The first step in building a brand is to look inside and see where the raw energy will come from.