ZAG: The Number-One Strategy of High-Performance Brands

Index

A

AAKER, DAVID, 106–107, 163, 164, 165, 166

ABRAHAMS, JEFFREY, 164

ACKNOWLEDGMENTS, 170–171

ADOBE, 63

ADVERTISING. SEE ALSO MARKETING

DEATH SPIRAL OF, 21–23

DIFFERENTIATION IN, 33, 45

DYNAMICS OF GOOD/DIFFERENT, 34–37

MODES OF, 24–25

ADVERTISING CLUTTER

BUYER SELECTIONS AND, 9

DEFINED, 7–8

AERON CHAIR, 35

AMAZON, 133

AMERICAN ASSOCIATION OF ADVERTISING

AGENCIES, THE, 8

ANNUNZIO, SUSAN, 130, 131

ANTHROPOLOGIE, 57

APPLE, 81, 91–93

APPLE COMPUTER, 15

ARISTOTLE, 54

ART OF INNOVATION, THE (KELLEY ET AL), 162

ATTRACTORS, 116

AUDI, 90, 108

AUTODESK, 52

AVIS, 81

AXE BODY SPRAY; 44

B

BECKWITH, HARRY, 165

BELOW-THE-BELT DEATH SPIRAL, 23

BEST PRACTICES, 95, 152

BIBLI

BRAND PORTFOLIO STRATEGY FOR, 107

CUSTOMER EXPERIENCE OF, 96–99

DEFINING AS A PRODUCT, ...