About Neutron

Many of the ideas in ZAG come from my experience with Neutron, the branding think tank I founded in San Francisco in 2003. Neutron’s mission is to help companies address the central problem of brand-building—how to get a complex organization to execute a simple idea. The field is bloodstained with brands that couldn’t crack this problem.

Of course, executing a simple idea starts by HAVING a simple idea—one that’s unique and compelling. Our experience has been that when a company’s value proposition is simple, unique, and compelling—i.e., a zag—everything else becomes easier. Employees become more energetic, managers start to collaborate across silos, customers find reasons to become evangelists, other companies are more eager to ...

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