ZAG THE 17-STEP PROCESS THE #1 STRATEGY OF HIGH-PERFORMANCE BRANDS BY MARTY NEUMEIER Karla Brown COM 459
1. Who are you? O B I T U A R Y Millions mourn Jamba Jamba Juice, the smoothie and juice bar chain that provided communities across the U.S. and beyond nutritious meals, closed its doors Friday after 45 years in business. From a single juice bar called the Juice Club in San Luis Obispo, Calif., which opened its doors in 1990, Jamba Juice had grown into the most suc-cessful smoothie restaurant in the world with thousands of locations in almost all 50 states as well as overseas. Jamba’s efforts to influence the long-term good of the world was equally a success. Through supporting and sponsoring hundreds of mara-thons, triathlons, run/walks and fun-runs, Jamba helped build a healthful community surrounding each of its locations. Many wonder why Jamba ultimately decided to go out of business. Accord-ing to Jamba’s website, “We came, we saw, we conquered…we accomplished what we set out to do, and we wanted to go out on top.” Jamba Juice will truly be missed. Where do you have the most experience? Where do you have the most credibility? Where does your passion lie?
2. What do you do? What business are you in? In 12 words or less, what’s your purpose? JAMBA JUICE To aid in the well-being of our communities and planet.
3. What’s your vision? How can you make this vision palpable and exciting? Open more locations in more states and countries. What do you want to accomplish in 5, 10, or 20 years?
4. What wave are you riding? Very powerful. How powerful are they? Yup. Can you ride more than one trend at a time? Nutrition, Organic Food, Healthful/Active Lifestyles What trends are powering your business?
5. Who shares the brandscape? <ul><li>Jamba Juice </li></ul><ul><li>Robeks Juice </li></ul><ul><li>Planet Smoothie </li></ul>Who comes first, second, and third in customers’ minds? Robeks Juice, Smoothie King, Planet Smoothie, Mr. Smoothie, Tropical Smoothie Café, locally owned smoothie restaurants Who else competes in your category?
6. What makes you the “only”? Statement of “onliness” for Jamba Juice The only juice and smoothie bar chain WHAT that provides nutritious food HOW for members of the community WHO mainly in the U.S. WHERE in an era of health-conscious consumers. WHEN who want a refreshing, tasty meal or treat WHY
7. What should you add or subtract? What new brand elements could strengthen your onliness? How do How do the remaining elements align with your vision? What existing brand elements are underestimating your onliness?
8. Who loves you? How can you manage the “gives and gets” so everyone’s happy? Who makes up your brand communication?
9. Who’s the enemy? Which competitor can you paint as the bad guy? The unhealthful fast food industry:
10. What do they call you? Is it suitable for brandplay? Does it have creative “legs”? If it’s too late to change it, is there a way to work around it? If it’s hurting, is there an opportunity to change it? Is your name helping or hurting your brand?
11. How do you explain yourself? What’s the one true statement you can make about your brand?
12. How do you spread the word? How can you enroll brand advocates through messaging? How can you align all your communications with you ZAG? How can you unpack your name, trueline, and tagline?
13. How do people engage with you? Which touchpoints will let you compete in white space? What are you selling and how are you selling it?
14. What do they experience? Where should you put your marketing resources? Who will be your competition at each touchpoint? How can you “enroll” them in your brand? How sill customers learn about you?
15. How do you earn their loyalty? How can you avoid creating a “disloyalty program”? How can you help customers build barriers to competition?
16. How do you extend your success? How do you keep growing the brand year after year?
17. How do you protect your portfolio? How can you stay focused under short-term profit pressure? How can the whole be worth more than the parts?