And You Swore “Onliness” Wasn’t a Word


Finally, the answers to all your burning branding questions: why zag when you can zig, what’s the difference between “good” and “different,” and what the heck does “onliness” mean? Jessie Scanlon talks to Marty Neumeier about his new book on radical differentation, Zag. Neumeier himself has one very interesting brand strategy–all his books are supposed to be short and sweet enough to read during one plane trip, no matter how short the flight. Pack it during the holidays and you might even be able to finish while you wait in the security line!