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In 1982 an ad agency filled a field with a hundred white sheep all facing one direction – and one black sheep going the other way. That campaign for Levi's black jeans became one of the most iconic in advertising history. The tagline: when the world zigs, zag. Martin Sully explains why most brands are still zigging, and exactly how to find your zag.

LINKS

Episode page: https://www.snapper.studio/episodes/brand-differentiation-zig-zag-ep-5

How I Think About Branding: https://www.snapper.studio/how-i-think

Try Mini Martin – free AI brand strategy tool: https://www.snapper.studio/emotional-branding-ai

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