Read: Cover to Cover
Category: Branding, Big Idea, Communication
I like a book that has the reader’s time in mind. This is a very short book; Mr. Neumeier calls it an “airplane read.” He has a few very simple (aren’t the simple ideas usually the best?) ideas that he puts into a chronological order using a hypothetical (wine) business to illustrate his big idea. He is talking about branding – but since he started out as a designer, he combines form and function (and a little beauty) in the process. He is on the same Tsunami as Seth Godin (Purple Cow), Luke Wilson (Disrupt) and many other surfers in the new (huge) wave of marketing and branding in the 21st century. They all say there are really only two ways this thing is going down. The first is to do what everyone else is doing, trying to build your brand by differentiating on price, speed and improvement on the same type of products and services, or putting your efforts to creating something that is really different and truly unique. He calls the process “zagging” as in “when everyone zigs, you should zag.” He gives you a short painless history lesson, and then just when you’re a little depressed because you realize you are doing these things, he opens the gate and let’s you walk on the stepping stones (from naming your company to truelines, taglines, core product, passion to engagement) to that big house on the hill or in his case study, the unique wine store he imagines, Bibli.
An excellent read for small business, entrepreneurs and independents. It’s even a better read for people just starting out with an idea. But what kind of “zagging” can you do when you’re already “zigging?” How do you “zag?” There was not a good answer to that, because in the second part of the book the “zag,” described handling entrenched business models of corporations – diversification, competitive cycles… yawn. Oh, excuse me. So, for independents who are already in the “zig” (you already have crummy name) look to this book for thinking about the quintessential “disruptive” idea for, maybe not your product (or maybe your product or service), but perhaps how you can engage your customers in a different way, create an outstanding design for your website, or by discovering the concept of pulling your customers in rather than pushing information out to them. Still a terrific read with some incredibly valuable information. Read it.