Is Ace Hotel the cheapest chain in the market? No. Do they have a lucrative loyalty program? Nope. Are their amenities second to none? Nuh-uh. Then why in the world do some people love them so much? …

Quick, tell me your company’s brand positioning statement in 12 words or less. If you recited it clearly and without hesitation, stop reading this article and go pour yourself a drink. The rest of you…

When you’re a challenger brand being outspent by a category leader, every marketing dollar must be invested wisely. You have to resist the myriad of paid media channels and commit to tactics that will drive the biggest ROI…

Like a weighted elbow to a stubborn muscle knot, Challengers know where to focus their energy to achieve maximum results. Whether it’s a before-purchase social post, a point-of-sale poster or a memorable thank you email, knowing how to get (and stay) in touch with your customers is the key to building brand loyalty that lasts.

There! On the sidewalk! It’s a scooter… it’s a nuisance… it’s a Bird, and it’s the hottest transportation solution since Uber. Bird is a Santa Monica transportation startup that’s currently flying high with a $400 million valuation and thousands of users from California to DC.

What does your company exist to do? No, not the product you sell. What does your company stand for? If you can’t answer that question definitively, it’s time to think about your purpose.

Learn how Empowered Challengers sidestep adversity and snatch market share from the grips of category leaders.   

Nobody wants to be told that they are drinking their own Kool-Aid. But more often than not, that’s the case. Every brand, challenger or giant, needs to define what they do and why they do it. Brand positioning does just that.

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 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.

Brett McDowell of Centennial BANK on how going through a rebrand can change internal culture.

We sat down with Michael Portman of Birds Barbershop to talk about how the experience of a haircut could transform his business model and disrupt the industry.

Another installment in the Empowered Challenger interview series featuring Kristen Groos Richmond, Co-Founder of Revolution Foods, talking about finding a niche in a forgotten industry. 

Another installment in the Empowered Challenger interview series featuring Jeff Sheely, Co-Founder of UrbanStems, talking about over-delivering no matter what the cost.

Another installment in the Empowered Challenger interview series featuring Jerome Hiquet, founder of Tough Mudder, talking about weeding out the masses through trial by fire (literally).

Another installment in the Empowered Challenger interview series featuring Miki Agrawal, founder of Thinx, talking about turning the feminine hygeine industry on its head. 

Another installment in the Empowered Challenger interview series featuring Mark Seiler, founder and owner of Maine Root Sodas, talking about keeping up the momentum after starting his business.

Another installment in the Empowered Challenger interview series featuring Tom Kartsotis, founder of Shinola Detroit, talking about the importance of authenticity.

This is the age of programmatic banner ads and pre-roll video that split the attention of the viewer between the content they came to consume and the brand advertising they didn’t. So how do you win when you can’t guarantee the average adult’s attention for more than 8 seconds? You go short. Really short. 6 seconds, short.

Here's some audio inspiration for CEOs, CMOs, founders, entrepreneurs or anyone at the helm of marketing at an ambitious, rising company.

If you’re a challenger brand, business owner, entrepreneur, marketer, or just someone who wants to get a deep dive into the latest in their industry, attending is a must. If you already bought your badge, or a badge fell in your lap, lucky you! You’re golden. If you’re badgeless this year, here are a few tips.

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?

There are certain things you just don't hear people say. You don't hear anyone say they are going hunting for “animals." So why do marketers keep saying they are targeting “millennials?” 

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.