Business

Zagging: Going against the grain for Brand distinction

Published

Tuesday, 18 March 2025, 2:20 am

In today’s cluttered marketplace, where thousands of brands fight for consumer attention, blending in is not an option. To truly stand out, you have to "zag" while everyone else is "zigging."

This means taking the less conventional route—using creative, bold, and often counterintuitive strategies to capture attention, connect with audiences, and differentiate your brand from the competition. Zagging isn’t about being different for the sake of it, it’s but standing apart in ways that are memorable and impactful.

Brands that zag refuse to follow traditional paths. They break the mold, think outside the box, and deliver messages in unexpected ways that resonate with consumers. This approach has led to some iconic and successful advertising campaigns

Let’s explore some notable examples;

Avis – “We Try Harder”

In the 1960s, Avis was trailing behind Hertz in the car rental business. Rather than trying to compete head-to-head by claiming they were the best, like every other car rental company, Avis acknowledged their underdog status.

Their famous campaign slogan, “We Try Harder,” was a bold admission that they were number two in the industry. But instead of this being seen as a weakness, Avis turned it into a strength.

Here’s a copy from one of their ads

Avis can’t afford smudged mirrors, or dusty sun visors, or dirty floor mats or anything less than new cars like super-torque fords

Why?

When you’re not the biggest in rent- a- cars, you have to try harder.

We do.

We’re only number two

The message resonated with customers who found the brand to be honest, hardworking, and relatable.

By going away from the traditional “we’re the best” narrative, Avis not only gained attention but also increased its market share, going from losing 3.2 millions dollars the previous year to earning 1.2 million dollars – the first time the brand was profitable in over a decade.

Dove – “Real Beauty”

In 2004, Dove redefined beauty standards with its groundbreaking “Real Beauty” campaign.

They conducted a global survey and found that only 2% of women considered themselves beautiful, and the vast majority felt the media set unrealistic beauty standards. So Instead of promoting an unattainable and narrow definition of beauty like many cosmetic brands, Dove zagged by celebrating the diversity of women’s natural appearances.

Their ads featured everyday women of all shapes, sizes, and ethnicities, presenting a more inclusive view of beauty. By sparking conversations around self-esteem and body positivity, Dove positioned itself as a champion for women’s empowerment.

The campaign’s emotional appeal created a deep connection with audiences, making it a viral success.

Mercedes-Benz – “Chicken”

Mercedes-Benz made a surprising zag in 2014 with their “Chicken” ad, designed to promote the Magic Body Control feature in the S-Class. Rather than showcasing their luxury cars, they focused on the stability of a chicken’s head—an unexpected and humorous metaphor to illustrate the car’s advanced suspension system.

The ad featured chickens bobbing around, but with their heads remaining perfectly still, mimicking the car’s ability to provide a smooth ride no matter the road conditions.

The ad was a hit, standing out for its creativity and humor in an industry known for serious, performance-driven messaging. It also won several awards and sparked numerous spoofs, including one from their competitor Jaguar.

Metro Trains Melbourne – “Dumb Ways to Die”

Public service announcements (PSAs) are usually somber and serious, especially when it comes to safety. But in 2012, Metro Trains Melbourne switched things with their “Dumb Ways to Die” campaign.

The goal was to promote rail safety, but instead of statistics and tragic stories, they used quirky, animated characters who sing about ridiculous and amusing ways to die (like setting fire to your hair, poking a stick at a grizzly bear)—including unsafe behavior around trains.

The catchy song and playful animation went viral, capturing the attention of younger audiences who typically tune out safety messages.

With over 300 million views on YouTube, “Dumb Ways to Die” became one of the most successful PSA campaigns in history, reducing train-related incidents by 21%.

Airtel – “Data is Life”

In Nigeria’s competitive telecom industry, Airtel faced stiff competition from brands like Glo and MTN. In 2016, they zagged with a campaign that focused not on data bundles and bytes but on the emotional impact of connectivity.

The “Data is Life” campaign used storytelling to depict how data affects people’s lives in unexpected and meaningful ways.

One standout ad titled “Lost” featured a man stranded at sea, with the message symbolizing how people feel lost without data. By humanizing their service, Airtel differentiated themselves from competitors who relied heavily on technical features and price points.

This campaign not only won awards but also reshaped the brand’s image as one that understands and connects with its customers on a deeper level.

GTBank – Ndani TV

In 2012, GTBank zagged in the banking industry by launching Ndani TV, a digital content hub showcasing original series, talk shows, and documentaries.

While most banks focused solely on financial services, GTBank tapped into lifestyle and entertainment, aiming to connect with middle-class millennials in Nigeria.

By aligning their brand with cultural and social interests beyond traditional banking, GTBank created a stronger emotional connection with their audience.

Ndani TV became a platform for creative expression and cultural engagement, setting GTBank apart from competitors and positioning the brand as a lifestyle curator.

These examples show that in a world where consumers are bombarded with over 10,000 brand messages daily, doing what everyone else does simply won’t cut it. Zagging—taking a bold, unconventional approach-gives brands the power to stand out, resonate with their audience, and create lasting impressions.

Whether it’s through unexpected honesty, humorous metaphors, or emotional storytelling, zagging enables brands to break away from the ordinary.

How will your brand zag?

Let’s help you find the answer. Visit www.Turo247newz.commarketing.africa to contact us or follow @Turo247newz.commarketingng on Instagram for more updates. Let’s make your business impossible to ignore.

By: Aimien Evbodaghe

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Business

8 Agritech innovations improving food security in Nigeria

Published

5 hours ago

March 17, 2025

John

Agritech solutions are helping farmers improve crop yields, reduce losses, and promote sustainable practices. Modern tools enable better field monitoring, efficient water management, and enhanced market access.

These breakthroughs play a crucial role in ensuring food availability and stability in a challenging economic landscape. The following 8 breakthroughs illustrate how technology is changing farming practices and supporting food security.

These advancements not only improve efficiency and reduce costs but also strengthen rural economies and empower communities to achieve greater agricultural success.

1) Precision agriculture

Farmers now use satellite imaging and field sensors to obtain detailed information on soil conditions, crop health, and nutrient levels. This information enables precise application of water, fertilizers, and pesticides, leading to improved yields and reduced waste.

2) Mobile advisory services

Digital platforms deliver timely information on weather, pest outbreaks, and best farming practices directly to farmers’ phones. This real-time guidance helps them make informed decisions and manage resources effectively.

3) Drone-Based crop monitoring

Drones capture high-resolution images of large fields, enabling farmers to quickly identify problem areas such as disease or water stress. This technology allows for targeted interventions and saves both time and resources.

ALSO READ: Agritech start-up seeks to tackle Nigeria’s food crisis

4) Data analytics for yield prediction

By analysing historical data and current conditions, farmers can predict crop yields more accurately. This insight helps optimise planting schedules and resource allocation, ensuring better planning and reducing the risk of losses.

5) IoT-Enabled smart irrigation

Internet-connected sensors and automated irrigation systems monitor soil moisture levels and adjust water delivery accordingly. These systems ensure efficient water use, reducing waste and enhancing crop growth even in water-scarce conditions.

6) Mechanisation and automation

The introduction of modern machinery for planting, harvesting, and processing improves productivity and consistency. Automation reduces labor requirements and helps farmers manage large-scale operations more efficiently.

7) Digital supply chain platforms

Online platforms connect farmers directly with buyers and distributors, streamlining the supply chain. This direct access reduces post-harvest losses, ensures fair pricing, and improves market reach for small-scale farmers.

8) Renewable energy integration

Solar panels and wind turbines are increasingly used to power farm operations, reducing reliance on inconsistent grid power. Renewable energy solutions lower operational costs and support sustainable, year-round agricultural practices.

These agritech breakthroughs illustrate the positive impact of technology on Nigeria’s agricultural sector. As these solutions become more widely adopted, farmers can boost production, lower expenses, and secure a steady food supply. Continued support and investment in these technologies will pave the way for a more resilient and prosperous agricultural future.

EXPLORE: 500 Startups, Ingressive checkout Lagos’s most promising hardware tech

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Business

World Cup Qualifiers: Ejuke backs Super Eagles ahead of Rwanda and Zimbabwe showdown

Published

8 hours ago

March 17, 2025

John

Nigerian winger Chidera Ejuke has thrown his support behind the Super Eagles ahead of their crucial double-header 2026 FIFA World

read more World Cup Qualifiers: Ejuke backs Super Eagles ahead of Rwanda and Zimbabwe showdown

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Business

Interswitch Champions Seamless Digital Payments for Hospitality Sector at Mega HORECA Expo 2025

Published

11 hours ago

March 17, 2025

John

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Interswitch , one of Africa’s leading digital payment and commerce companies, showcased its cutting-edge innovations at the Mega HORECA Expo 2025, which was held at the Balmoral Convention Center in Victoria Island, Lagos from the 26th to 28th of February.

The event attracted business owners, hospitality stakeholders, and industry leaders looking to enhance service delivery and operational efficiency, ultimately elevating the world-class hospitality experience.

Organized by Elan Expo, this premier event for the Hotel, Restaurant, and Café (HORECA) industry featured a diverse range of products from both local and international markets, serving as a strategic platform for networking, fostering partnerships, and driving business expansion across the West African hospitality sector.

During the three-day exhibition, Interswitch showcased a robust suite of innovative payment solutions tailored to meet the dynamic needs of the hospitality industry. The Interswitch Smart POS, designed for fast-paced hospitality environments, enables seamless transactions for guest check-ins, restaurant billing, and payment acceptance, enhancing operational efficiency while ensuring customer satisfaction.

The Interswitch Payment Gateway enables hotels and restaurants to offer frictionless online booking and reservation experience while also streamlining takeaway orders through secure and swift digital transactions. Also, the Interswitch Disbursement solution (Autopay) simplifies bulk payment processing, allowing businesses to efficiently manage vendor payments, staff salaries, and supplier settlements with accuracy.

In addition, the Till Integration solution ensures seamless synchronisation between POS systems and tills, eliminating manual errors and transaction delays, thereby further enhancing overall operational efficiency. The company’s solutions attracted strong interest from industry professionals at the event. At the Interswitch booth, visitors experienced live demonstrations, gaining firsthand insights into how these solutions can optimise business operations and enhance service delivery.

Speaking on the company’s participation, Muyiwa Asagba, Managing Director, Commercial Inclusion at Interswitch, highlighted the significance of the event in driving industry innovation:

The International MEGA HORECA 2025 was a fantastic opportunity to showcase how our solutions are reshaping payment experiences in the hospitality sector. The engagement with industry stakeholders reinforced the growing demand for seamless, technology-driven payment systems that enhance efficiency and customer satisfaction. At Interswitch we are committed to delivering innovative solutions that not only simplify transactions but also empower businesses to scale and thrive in an evolving digital landscape.

Osasere Atohengbe, Vice President, Sales and Account Management for Commercial Inclusion at Interswitch, added:

We are delighted by the overwhelming response our solutions received at the International MEGA HORECA 2025 expo. The event provided a valuable opportunity to engage with hospitality professionals, understand their evolving needs, and showcase how our solutions can transform their businesses. From seamless payment acceptance to operational efficiency, our technology is designed to enhance customer experience while driving revenue growth for merchants. By leveraging insights gained at the event, we remain committed to delivering solutions that not only meet industry standards but also anticipate and address the future needs of the hospitality and food service sectors.

Overall, the Mega HORECA Expo 2025 highlighted the burgeoning potential of Nigeria’s hospitality market, offering a comprehensive showcase of products and services designed to elevate the standards of the industry across the continent.

Interswitch’s participation at the Mega HORECA Expo 2025 underscores its commitment to transforming the hospitality experience through seamless digital payments. By equipping businesses with cutting-edge solutions that drive efficiency, enhance guest satisfaction, and optimise financial operations, Interswitch is setting new industry standards and redefining the future of digital transactions in the hospitality sector.

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