What is a Zag?

Discover the power of zags in standing out from the crowd and making a lasting impression. Learn about examples, case studies, and statistics to understand why zags matter in today’s competitive market.


When we talk about zags, we are referring to a strategic move or decision that goes against the mainstream or expected norms. Zags are unconventional, unique, and often risky paths taken by individuals or businesses to stand out in a crowded market.

Why Zags are Important

Zags can help differentiate a brand from its competitors, capture attention, and create a lasting impression on consumers. By zigging when others zag, companies can carve a niche for themselves and disrupt the status quo.

Examples of Zags

  • Apple’s Think Different campaign
  • Burger King’s Moldy Whopper ad
  • Patagonia’s Worn Wear initiative

Case Studies

One of the most famous examples of zags is Apple’s decision to focus on design and user experience, deviating from the bulky and complicated computers of its competitors. This move paid off immensely, positioning Apple as a leader in the tech industry.

Burger King’s Moldy Whopper ad, which showcased its commitment to removing artificial preservatives from its products, was a bold move that garnered attention and sparked conversations about food quality and transparency.

Patagonia’s Worn Wear initiative, promoting second-hand clothing and repair services, was another successful zag that aligned with its sustainability values and engaged customers in a meaningful way.

Statistics on Zags

– 76% of consumers are more likely to trust a brand that offers personalized experiences (Source: Salesforce)

– 65% of consumers expect companies to take a stand on social, environmental, and political issues (Source: Edelman)

– 63% of consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs (Source: Accenture)


Zags are powerful tools that can help companies break through the noise, connect with consumers on a deeper level, and drive success in a competitive market. By daring to be different and challenging the status quo, businesses can create a meaningful impact and leave a lasting impression.

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