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"When everybody zigs, zag," says author Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of Neumeier's first book, THE BRAND GAP, but d...

The second edition features a 220-term brand glossary and a premium softcover binding. THE BRAND GAP is the first book to present a unified theory of brand. Whereas most books on branding are w...