ZAG

THE 17-STEP PROCESSTHE #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 JambaJamba 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 JUICETo aid in the well-being of

our communities and planet.

3. What’s your vision?

What do you want to accomplish in 5, 10, or 20 years?

Open more locations in more states and countries.

How can you make this vision palpable and exciting?

4. What wave are you riding?What trends are powering your business?

Nutrition, Organic Food, Healthful/Active Lifestyles

How powerful are they? Very powerful.

Can you ride more than one trend at a time?

Yup.

5. Who shares the brandscape?Who else competes in your category?

Robeks Juice, Smoothie King, Planet Smoothie, Mr. Smoothie, Tropical Smoothie Café, locally owned smoothie restaurants

Who comes first, second, and third in customers’ minds?

1. Jamba Juice2. Robeks Juice3. Planet

Smoothie

6. What makes you the “only”?

WHAT The only juice and smoothie bar chain

HOW that provides nutritious food

WHO for members of the community

WHERE mainly in the U.S.

WHY who want a refreshing, tasty meal or treat

WHEN in an era of health-conscious consumers.

Statement of “onliness” for Jamba Juice

7. What should you add or subtract?What existing brand elements are underestimating your onliness?

What new brand elements could strengthen your onliness?

How do How do the remaining elements align with your vision?

8. Who loves you?

Who makes up your brand communication?

How can you manage the “gives and gets” so everyone’s happy?

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 your name helping or hurting your brand?

If it’s hurting, is there an opportunity to change it?

If it’s too late to change it, is there a way to work around it?

Is it suitable for brandplay? Does it have creative “legs”?

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 unpack your name, trueline, and tagline?

How can you enroll brand advocates through messaging?

How can you align all your communications with you ZAG?

13. How do people engage with you?What are you selling and how are you selling it?

Which touchpoints will let you compete in white space?

14. What do they experience?How sill customers learn about you?

How can you “enroll” them in your brand?

Who will be your competition at each touchpoint?

Where should you put your marketing resources?

15. How do you earn their loyalty?How can you help customers build barriers to competition?

How can you avoid creating a “disloyalty program”?

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 the whole be worth more than the parts?

How can you stay focused under short-term profit pressure?