The Contender’s Corner is our monthly round-up of challenger brand news, information, case studies, disruptive ideas, and resources for aspiring brands who are ready to get F.I.E.R.C.E. and take on the market leader! For more great content, subscribe to our Challenger Brands topic on Scoop.it and follow our #isfierce hashtag on Twitter.
5 Deadly Marketing Mistakes for Challenger Brands
Instead of focusing on the many possible strategies a good marketing plan must include, we’ve outlined the most common mistakes that Challenger Brands make. If you simply avoid these common pitfalls, you should enjoy a considerable difference in your marketing and advertising returns. (Read More…)
Dollar Shave Club: A Disruptive New Challenger in the Overpriced/Over-marketed Shaving Industry
The way overpriced and over-marketed shaving industry has been begging to receive a good Netflix-ing for years, and now Dollar Shave Club is here with a brilliant business model and an even more brilliant viral video to get the word out. You can learn all about it here, but basically all you really need to know is you can now pay a flat nominal monthly amount for razor blades. How great is that? (Read More…)
How a Little Known Nonprofit Became a Global Leader in Healthcare
Several years ago, I had the chance to observe first hand a challenger brand strategy. It came from Larry Weber, an irreverent public relations man, author, and audacious thinker. A scrappy underdog that had been operating under the radar, with a mission that few people cared about, had surfaced to attract popular support and become an influential player on the world stage. (Read More…)
Challenger Project: There’s No Such Thing as a Bad Idea
As we begin a new year, this is the ideal time for Challenger Brands to consider an objective audit of your marketing strategy and performance. We all get caught up in our day-to-day tactical work, but now is the perfect time to stop and evaluate your marketing efforts from thirty thousand feet. Here are just a few basic questions you should ask yourself: What’s your Brand of Distinction? (Read More…)
How Karmaloop Created a $100M Business Selling to Hipsters
Greg Selkoe founded Karmaloop in his parent’s basement in 2000. His idea was simple, make it easy to find fashionable “streetwear.” Now, with revenues in excess of $100 million per year, Karmaloop is a leading e-commerce site for the trendy elite. We got to interview Greg and below are some telling details about his business. (Read More…)
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