“In an age of me-too products and instant communication, keeping up with the competition isn’t a winning strategy. Today you have to out-position, out-maneuver, and out-design them. Discover radical differentiation—the number one strategy of high-performance brands. The new rule? When everybody zigs, zag.”
Martin Neumeier, President of the brand agency Neutron and author of the book Zag
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
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Fantastic book!