We started in London in 1982 and our first ad for Levi's showed a herd of white sheep looking in one direction and one black sheep looking in the opposite direction. This picture was accompanied by a simple statement that read 'When the world zigs, zag'. That belief in difference - zagging - is how we change brands and businesses.
Zagging wins customers and share. It helps you outmanoeuvre your competitors. It makes your marketing more efficient.