Unless you're a superstar within your category, your brand is likely in a struggle for attention in a crowded consumer marketplace—especially if you're standing in the shadows of industry giants.
But contrary to what you may believe, your business' challenger nature may be the very thing that sets it apart from the pack. Prentice Howe, owner of renowned brand development and integrated communications firm Door Number 3, has helped countless brands outshine their competitors. He knows the key to getting noticed is embodying the spirit of an empowered challenger, using ambition and the ability to do more with less to outperform rivals. Now he shares his marketing wisdom with owners, VPs, and CMOs in this indispensable guide to making your mark by
Whether you're a leader in your field looking to stay on top or a start-up hoping to make a splash, The Empowered Challenger Playbook is your must-have toolkit to standing out from the crowd.
PRENTICE HOWE is the owner of Door Number 3, an Austin-based brand development and integrated communications firm. Prentice has worked with some of America's most iconic brands including Minute Maid, Anheuser-Busch, Serta, and the Dallas Cowboys, and he has been recognized by Cannes Lions, London International Advertising Awards, the Webby Awards, Communication Arts, The New York Times, and more.
Insights
Insights
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.
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.
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.
Interviews
Interviews
Brett McDowell of Centennial BANK on how going through a rebrand can change internal culture.
We sat down with Daniel Barnes, co-founder of Mighty Swell Cocktails to talk about doing something different in a crowded industry.
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.
When Cary Prewitt set out to create the first "poundable" craft lager, he knew he'd be disrupting an industry. Find out what he's learned along the way.
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.
Challenger Toolbox
Challenger Toolbox
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...
When we hear “advertise on Snapchat,” most of us in the industry think, “out of my marketing budget.” So what’s a challenger brand to do? Change the rules, of course.
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.