How To Be The Brand That Wins

How To Be The Brand That Wins

Unless you’re fat, happy and alone at the top of your category, you’re likely battling giants of some kind. You’re a challenger. You’re forced to turn constraints into opportunities by outthinking the competition. 

Back to The Empowered Challenger →
What's your Shhhh?

What's your Shhhh?

From off-menu food items to exclusive turndown services, brands small and large have been keeping their best benefits on the DL for their most devout followers.

Back to The Empowered Challenger →
Your brand could use fewer friends.

Your brand could use fewer friends.

The art of rejecting the masses in order to attract your most ardent fans. We all have friends that aren’t a good fit in our lives. Guess what? Your brand faces the same problem. 

Back to The Empowered Challenger →
7 Challenger Brands Driving Transportation Innovation

7 Challenger Brands Driving Transportation Innovation

From infrastructural changes to car sharing to straddling buses, challenger brands are taking a stand against transportation methods that have remained largely unchanged since Henry Ford came rattling out of his garage. 

Back to The Empowered Challenger →
The Transformative Powers of Compulsive Servitude

The Transformative Powers of Compulsive Servitude

“The difference between ordinary and extraordinary is that little bit of extra.” When you make a powerful operational change that becomes part of your DNA, it can be the drive your team needs to try harder than their competition. 

Back to The Empowered Challenger →
How to Turn Customers into Advocates

How to Turn Customers into Advocates

How do empowered challengers make their brand ethos inherently sharable? Simple. By tapping into what customers of challenger brands care about most. Here are four truths challenger brands never forget when building tribes.

Back to The Empowered Challenger →
How tight are your briefs?

How tight are your briefs?

We’ve been thinking a lot about briefs lately. No, not the cotton variety with the stretchy waistband. There’s a misguided belief that an open-ended brief will liberate creative minds and lead to blue sky thinking.  

Back to The Empowered Challenger →
Please stop pretending that you’re well positioned.

Please stop pretending that you’re well positioned.

Not having a positioning statement is bad, but not nearly as egregious as having an ineffective one that you deem to be good. The reason for the latter: denial. 

Back to The Empowered Challenger →
Leveraging Data To Outthink Your Competition

Leveraging Data To Outthink Your Competition

Information is one our most valuable commodities. It is no longer a luxury, but rather a necessity, to incorporate data into your marketing campaigns. As digital marketing grows, the amount of data available grows, too.

Back to The Empowered Challenger →
 What Lies Ahead for Marketers

What Lies Ahead for Marketers

Crystal balls rarely work in marketing. None of us can truly forecast what’s going to happen 10 days from now. But there are eight percolating trends that are worth noting. And all indications are that they’re here to stay.

Back to The Empowered Challenger →