In Singapore’s highly competitive digital landscape, where every brand is jostling for attention and consumer trust, standing out isn’t just desirable—it is essential. Whether you’re a start-up in a shophouse in Tiong Bahru or a tech scale-up in the heart of One-North, there’s one principle in branding that rings universally true:

 

“When everyone zigs, you must ZAG.”

 

Coined by branding expert Marty Neumeier in his book “ZAG: The #1 Strategy of High-Performance Brands,” this approach to differentiation isn’t about being louder. It is about being meaningfully different. Let’s dive into what it really means to ZAG, why it matters, and how successful brands are using this strategy to break the mould.

 

ZAG vs. Zig: Understanding the Difference

 

Walk through any mall or scroll through your Instagram feed, and you will tend to notice a pattern in the businesses you see around you: cafés with similar minimalist aesthetics, tuition centres boasting “top PSLE scorers”, and beauty brands offering yet another “clean and natural” solution.

This is because most companies follow the same patterns: they identify trends, study competitors, and attempt to meet customer expectations. They end up zigging—following the same template, trends and often, the same tone. The result is a sea of “sameness”.

 

 

To ZAG is to be distinct, bold, and memorable. It’s making a conscious choice to stand apart — even if that means alienating some people. Brands that ZAG don’t appeal to everyone, and that is precisely their power.

 

Real Life Examples of ZAG

• Apple

In the late ‘90s when computers were beige and bulky, Apple released  their iMacs in translucent, candy-colored computers with a tagline that simply said: “Think Different.”  They turned something that was seen as a corporate machinery into an aesthetic. That was a ZAG.

 

• Dollar Shave Club

Instead of emphasizing technical and over-engineered razor specs like the industry leader – Gilette, Dollar Shave Club came out swinging with simple no-fuss models. The way they injected humour into their advertisements positioned them as relatable and human.

 

• The Golden Duck

Take our very own homegrown snack brand. While the snack aisle was dominated by legacy brands with usual flavours such as barbeque or sour cream, The Golden Duck launched gourmet, Asian-inspired snacks (hello, salted egg yolk fish skin) with bold packaging and witty copy. They zagged—and they won.

 

How to Find Your ZAG

 

Every brand has the potential to ZAG, but it requires clarity, courage, and commitment. Here are a few steps to uncover your unique strategic position:

 

1. Define Your “Only-ness”

What is the one thing your brand does that no one else does — or at least, not in the same way? Neumeier refers to this as your “only-ness.” If you can’t say you’re the only one doing X, your differentiation isn’t sharp enough.

Example: “We’re the only eco-friendly cleaning service in Singapore that uses 100% biodegradable local ingredients.”

 

2. Map the Competitive Landscape

Study your competitors not to copy them, but to understand the “zig.” What are the category norms? What are the clichés? Once you see where everyone else is going, you can consciously choose another path.

 

3. Know Your Audience’s Emotional Need

People don’t buy features; they buy feelings. What unmet emotional need can your brand fulfil in a way no one else does? When you identify that white space, you can build a story and personality that connects deeply.

 

 

Example : Many Singaporean brands have taken to using Singlish strategically in order to connect to their local audience. Words like “shiok” or “lah” resonate when used with authenticity.

 

4. Design with Distinction

Your visual identity, tone of voice, and overall presentation should scream “different.” If your logo, website, and messaging could be swapped with a competitor’s and no one would notice — you’re not ZAGging.

 

5. Commit to the Bit

ZAG isn’t a one-time campaign — it’s a long-term commitment. You have to live it across every touchpoint: from your product design to customer service to social media tone. Consistency is what makes the ZAG believable.

 

The Power of ZAG

 

 

Differentiation isn’t about being louder—it’s about being sharper.

When you find and own your unique space, you unlock:

• Stronger loyalty: People connect with what feels different and genuine.
• Higher value perception: Unique brands can charge more and attract better-fit clients.
• Word-of-mouth marketing: Remarkable brands get talked about.
• Better positioning: You become the go-to in your category, not an interchangeable option.

 

The Risk of ZAG

Here’s the thing: Zagging takes guts. You will turn some people off. Not everyone will “get it.” But that’s kind of the point. The fear of alienating people leads many brands to stay bland — and that’s a bigger risk.

Great brands polarize before they magnetize.

When you take a stand, you attract true believers. You create a brand that’s not just liked — it’s loved. And that kind of emotional connection is priceless.

 

 ZAG Is the Future of Brand Strategy

 

In Singapore, where consumer expectations are high and competition is intense, your brand must give people a reason to choose you—and remember you.

So don’t just follow trends. Don’t just be “another” anything. Be the brand that dares to go where others won’t. If you want your brand to matter, to last, and to lead, you can’t just be better — dare to be different. And not just a little different.

Radically, refreshingly, memorably different.

 

 

So the next time your competition is busy refining the same old playbook, do something brave. Step back. Flip the script. And remember:

When everyone zigs, you must ZAG.