The Enlightened Zagger is deliberately swimming against a prevailing current not in the category, but in the culture. Think of Camper shoes exhorting the world to walk, not run. They challenge ‘conventional wisdom’ (rather than the status quo) around the way we live: I know the world buys into this as an acceptable way to live, they say, but I am calling it out for the BS it really is.
Media behaviour: Look to create a differentiated stance by using different communication tone and channels to that of the competitors. Go against the grip of the category. Consider less ‘fashionable’ techniques as a way of implicitly communicating a difference and make a virtue out of it.
You march to your own drum, challenging what the prevailing culture, trend analysts and cool hunters tell you the world thinks important. You carry a critical eye for conventional wisdom, and a sharp stick and a bullhorn for bandwagon-jumpers and lemmings. I know the rest of the world seems to buy into this as an acceptable way to live, you think, but I am going to call it out for the BS it really is...