"Zag" by Marty Neumeier is a follow-up to "The Brand Gap" and focuses on the concept of radical differentiation in branding. Neumeier argues that in an overcrowded market, incremental differences are insufficient, and brands need to "zag" when everyone else "zigs." The book provides a 17-step program for finding and implementing a brand’s zag, from identifying a brand’s focus to designing a cohesive customer experience. Neumeier emphasizes clarity, simplicity, and the power of a single, bold differentiator. He introduces tools and exercises to help businesses discover their unique angle and communicate it effectively. "Zag" is packed with real-world examples and visually engaging illustrations, making complex branding concepts accessible and actionable. The book is a call to action for brands to break away from the norm and create distinct, memorable identities that resonate deeply with consumers.