by Marty Neumeier · Клуб сімейного дозвілля · tapa dura · ISBN 9786171222786
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«Zag» is Marty Neumeier's branding guide, published by Клуб сімейного дозвілля in hardcover (192 pages, in Ukrainian).
Neumeier argues that in a saturated market, imitating the competition doesn't work; the way out is the «zag», the strategy that makes a brand radically different. In seventeen steps, he explains how to define identity, choose an impactful name, and create a value proposition, applying it to a fictional chain of wine bars.
Work originally published in 2006; the present Ukrainian edition, translated by Юлія Кузьменко, appeared in 2017.
Recommended for marketing professionals, entrepreneurs, and brand designers seeking to differentiate products in saturated markets.
