Editor’s Note: In his inimitable style, Marty Neumeier, author, lecturer and director of transformation at Liquid Agency, makes complex marketing principles seem logical and easy to understand. Here from his book “Zag: The #1 Strategy of High-Performance Brands,” Neumeier explains why in a world of “look-alike products and me-too services” it is important for brand marketers to zag when everyone else zigs.
Editor’s note: People often ask the difference between how a public relation expert goes about wooing customers versus an ad agency, a designer, etc. In his top-selling book Zag: The No. 1 Strategy of High-Performance Brands, Marty Neumeier summarizes the differences in this tongue-in-cheek visualization. Neumeier is the author of several books on branding, lecturer and Director of Transformation for Liquid Agency, where he helps companies build their brands from the inside out. His book was published before social media caught on, so we don’t know how Twitter would fit into this comparison? Maybe a courtship between two emoticons.