Zag Theory

Let’s face it, the game has changed forever. Now it’s customers, not companies, who decide which brands live and die.

Today’s real competition doesn’t come from other companies but from the extreme clutter of the marketplace. You can’t fight clutter with more clutter.

In order to stand out you need a brand and advertising that is different. Radically different. When the others ZIG, you must ZAG.

At Sticky, we believe that a radical ZAG strategy comes first. Build a good ZAG and the rest will follow. Your team will have something to believe in. Your potential customers will know what you stand for. Your opposition will be nervously looking over their shoulders at you.

The result should be a brand that delights customers so that more people buy more things for more years at higher price.

Sticky applies Zag Theory to each level of the advertising process.

• Branding
• Positioning
• Creative
• Media Placement
• Digital

We ask how treating each of these aspects differently will help our clients stand out from the crowd and make quantum leaps in marketing effectiveness.

The cliche is that you should look out of the square for your advertising and media ideas. We suggest you get as far away from the square as possible. Create totally new geometry. ZAG.

Posted by Craig on June 28th, 2008 | 3 Comments »
Posted under: Strategy | Zag Theory