Zag Definition

Learn about the power of zag in marketing and branding, and how taking a different approach can help your brand stand out from the competition.

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.


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.

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