“We need to ZIG when they ZAG!”
I hate that phrase. It’s a total over-simplification of differentiating your brand from the competition. What does it really mean anyway? Let’s do the opposite of what everyone else is doing? If so, that’s stupid.
Isn’t more important to:
- differentiate your brand in a compelling way?
- develop set of brand values and a purpose that guides everything you do?
- have more speed to market than your competition?
- do something that is different AND interesting?
- connect with consumers?
- make an impact?
It’s ok to zig/something different, just have some rationale and strategy behind it.