Tag Archives: BBH

Photo by Benjamin Wong

How social listening helps you stand out from the crowd

Back in the 1980s London agency BBH came up with a brilliant ad campaign that is now their corporate mantra. The ad was for Black Levi’s and featured a single black sheep in a flock of white ones. The strap-line ran: “When the world zigs, zag”.

Identify a gap in the market and fill it with something different enough to be exciting but relevant enough to sell: this has long been the holy grail of marketing.

When the world zigs, zag - BBH campaign for Black Levi's, 1982

When the world zigs, zag – BBH campaign for Black Levi’s, 1982

In the past, the best ideas depended on sheer creativity and gut instinct as much as market research. Today’s brands have an always-on, direct line to their customers.

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