Take-Home Lessons
If you’d like a quick recap, here’s a summary of the ideas covered in ZAG. Sprinkle liberally throughout your brand presentations, or try adding a different one to the bottom of each business e-mail you send—you may be surprised by the conversations you’ll start.
MARKETPLACE CLUTTER
• As the pace of business quickens and the number of brands multiplies, it’s customers, not companies, who decide which brands live and which brands die.
• Today’s real competition doesn’t come from other companies but from the extreme clutter of the marketplace.
• Fighting clutter with more clutter is like trying to put out a fire with gasoline.
• A brand is a customer’s understanding about a product, service, or company. It’s not what YOU say it ...
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