The Brand Gap Today

Write your brand’s obituary as if it were 25 years in the future and the company has just shut down.

Create a "Zig vs. Zag" comparison list for your industry. List the "Zigs" (what every competitor does, like "minimalist packaging" or "subscription models") and challenge users to come up with one radical "Zag". The Brand Gap

Neumeier’s sequel to The Brand Gap is titled Zag , based on the idea that "When everyone zigs, zag". Write your brand’s obituary as if it were