What is Zag?
In the world of marketing and branding, the term ‘zag’ refers to a strategy that involves doing the opposite of what your competitors are doing. Instead of following the crowd and blending in, a zag is a distinct and unique approach that sets a brand apart from the competition.
Why Zag?
By zagging instead of zigging, companies can carve out a niche for themselves in a crowded marketplace. Zags can attract attention, differentiate a brand, and create a lasting impression on consumers.
Examples of Zags
- Apple: Instead of focusing on specifications and features like its competitors, Apple focuses on design and user experience.
- Burger King: While most fast-food chains focus on beef burgers, Burger King offers a veggie burger called the Impossible Whopper to cater to vegetarians and vegans.
- Dollar Shave Club: Instead of selling expensive razors like leading brands, Dollar Shave Club offers affordable razors through a subscription service.
Case Studies
One notable example of a successful zag is T-Mobile’s ‘Uncarrier’ strategy. In an industry dominated by restrictive contracts and hidden fees, T-Mobile zagged by offering transparent pricing, unlimited data plans, and customer-friendly policies. This approach disrupted the wireless industry and helped T-Mobile gain market share.
Statistics
A study by McKinsey found that companies that zagged rather than zigged were 3.5 times more likely to outperform their competitors in revenue growth. By taking a different approach and standing out from the competition, companies can drive success and achieve long-term growth.
