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.
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.
“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.
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.
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.
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.
We're pretty obsessed with challenger brands. So, to kick off our new interview series on The Empowered Challenger, we got some insights from Leon Chen of Tiff’s Treats on Blissful Ignorance and “Do-Overs."
SEO can make or break your visibility online—visibility which is imperative for every brand, challenger or industry leader. So what happens if your smaller brand just doesn’t have the beef of your larger competitors to magically appear first in search results?
Programmatic has helped make a media buying process that was done manually more efficient by removing the need for human negotiations, manual insertion orders and any human error that could happen. Humans...so passé...
Much like how we’ll match our own behavior to those around us, we like to know that other people are buying certain products or services before we buy in ourselves. Challenger brands build tribes of customers that think the way they do.
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.