The Zag Theory: A Marketer's Secret to Success by Standing Out

Imagine it’s 1982, and Levi’s does something totally unexpected—they bring black jeans to the UK.

Sounds normal now, right?

But back then, jeans were almost always blue. Levi’s wanted to shake things up and reach people who liked to stand out.

Their ad had a catchy line: “When the world zigs, zag.” It quickly became famous.

But this isn’t just about jeans—it’s a smart lesson for any brand. It’s all about being different because that’s what makes people remember you.

And it’s not just a catchy phrase—there’s real science behind it!

Way back in 1933, a researcher named Hedwig von Restorff did an experiment.

She gave people a list with random letters, but with one set of numbers thrown in, like this: jgm, fws, jls, hzk, vxm, 173, fqy, kwe.

After a short break, she asked them what they remembered. Most of them recalled the numbers best!

This is known as the Von Restorff Effect.

It shows that when something stands out, it’s easier to remember.

So, being different is a smart move. But how do you make your brand stand out?

Here’s the good news: most brands stick to the same old category conventions and rules. If you’re willing to break those rules, you’ll catch people’s attention!

You’ve probably heard people say, “Copying is the best form of flattery.” Sure, it might be nice when a friend picks up your favorite catchphrase or wears the same shirt. But in the business world, copying isn’t so great.

When your brand looks like all the others, it can confuse customers. And confused customers don’t stick around—they’ll just look somewhere else.

That’s why it’s super important to be different from your competition. If you just blend in, it’s tough to win.

A study by Ipsos found that over 60% of people think brands today look too similar. That’s a big number—most brands aren’t doing enough to stand out. Is your brand one of them?

If it is, don’t worry—you can change that. There’s a way to make your brand shine, and it’s called the Zag Theory.

What Is the Zag Theory?

The Zag Theory was created by Marty Neumeier in his book, Zag: The #1 Strategy of High-Performance Brands. The main idea is simple: when everyone else is doing one thing, you should do the opposite.

In other words:

“When everyone Zigs, you Zag!“

But what does that mean? Zigging is when brands follow the usual path—they do what’s expected. But zagging means breaking away from the crowd. It’s about finding a bold, unique approach that makes your brand stand out.

And in today’s world, being better than your competition isn’t enough. You have to be different. Why? Because being different is what makes people notice you. Uniqueness is valuable, and it’s something customers remember.

Why Does Zagging Matter?

In the past, being a little better than other brands was enough to succeed. But now, with so many businesses out there, just being "better" doesn’t cut it. You have to offer something different, something that sets you apart.

Customers today are looking for brands that stand out, whether it’s through products, marketing, or the overall experience. They want something that feels fresh and exciting.

So, how can you make your brand stand out from the rest? Here are three smart ways to start zagging:

Method 1: Try Unconventional Branding

Let’s go back to 2010.

More and more people were looking for plant-based milk, so many brands started selling it. The market became crowded quickly.

That’s when Oatly, a plant-based milk company, decided to do something different. Instead of following the usual branding rules, they rebranded with bold packaging and funny, eye-catching messages.

Their branding wasn’t like anything else in the market. It was fun, it was different, and it made them stand out.

Oatly showed us that it’s not just about looking different. They made plant-based milk seem exciting and cool, something that the other brands weren’t doing. And that’s what made them a leader in their category.

So, what can you learn from Oatly?

Sometimes, zagging means taking a chance on branding that feels fresh. Whether it’s changing the colors, the fonts, or the overall vibe, doing something unexpected can help your brand get noticed.

Remember, even small changes can make a big difference. If all your competitors use the same font, pick something else. If everyone’s product looks the same, change yours to stand out. The little things add up and help you zag in a crowded space.

Method 2: Challenge the Status Quo

Think of an electric car brand.

Chances are, you just thought of Tesla.

But did you know that Tesla wasn’t the first company to make electric cars? The Toyota Prius, released in 1997, was the first mass-produced electric car. And even earlier, in 1908, the first electric vehicle was created.

So why is Tesla the name that comes to mind?

It’s because Tesla didn’t just follow the crowd—they zagged.

They didn’t just make an electric car. They made electric cars that were sleek, stylish, and cool. Tesla dared to be different by making electric cars something people actually wanted to own.

Challenging the status quo is all about breaking away from the "normal." Look at what’s already being done in your industry, and then think about how you can do something different.

For example, Korean skincare brands took the usual 3-step skincare routine and turned it into a 12-step routine. Netflix changed the way we watch movies by letting us stream them from home instead of going to the theater.

If you can challenge the way things are usually done, you can make your brand stand out, just like Tesla and Netflix.

Method 3: Create an Amazing Experience

Let’s say you’re not ready to change your branding or challenge the status quo just yet.

That’s okay! You can still zag by creating an unforgettable experience for your customers.

A great example is Airbnb. They didn’t just offer places to stay. They offered unique, personal experiences that you couldn’t get from a hotel. By making travel feel more special, they became a favorite among customers.

Creating a great experience doesn’t mean you have to reinvent the wheel. Look at what you’re already doing and see how you can make small improvements. Can you shorten waiting times? Can you make customer service better? Can your product be easier to use?

Even little changes can make a big impact on how customers see your brand.

Conclusion: Zig-Zag Just to Be Different?

Let’s pause for a moment and think about this.

There’s a lot of talk nowadays about the importance of being unique and standing out from the crowd.

And honestly, it makes sense—blending in with everyone else is a surefire way to get lost in the noise. After all, if no one notices you, how will you ever make an impact?

But here’s the catch: being different just for the sake of it isn’t always the best strategy.

In fact, it can sometimes do more harm than good. This is why I prefer the term “winning difference.”

Yes, by all means, be unique. Be remarkable. But do it in a way that’s authentic to your brand and helps you achieve your goals. Don’t fall into the trap of mimicking someone else’s formula for success, because that will only make you seem like a copycat.

Think of it as strategic zig-zagging.

You’re not just swerving all over the place, hoping something will work. You’re making calculated moves that are both sincere and effective. Anything else? Well, that’s just reckless.

At the end of the day, success in marketing isn’t only about outperforming your competition—it’s about approaching things differently. Sometimes, it’s less about doing something better and more about doing it in a way that no one else is.

So when everyone else is zigging, don’t be afraid to zag. Be bold, be unique, and let your brand’s true personality shine through.

What’s your favorite brand that’s been zig-zagging its way to success? 👀

Drop us a line and share your thoughts! 💭

📚 Related Highlights

• More about the iconic Levi's 1982 ad campaign featured the memorable tagline, "When the World Zigs, Zag."

• Marty Neumeier discusses "How to Find Your Zag" with Brand Master Academy in this YouTube video

• Marketer Richard Shotton reflects on Hedwig von Restorff’s research, emphasizing that standing out enhances memory and attention, and highlights the importance of differentiation in successful marketing.

• The 1984 Apple ad introduced the Macintosh and encouraged marketers to embrace the "zag theory" by challenging the norm and thinking differently.

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