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.

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Research, no motion: How the BlackBerry CEOs lost an empire

Research In Motion, whose BlackBerry phones pioneered wireless email, no longer holds the commanding heights in the smartphone market. With Android, iOS, and even Windows Phone gaining market share, the Waterloo, Ontario, company finds itself in a battle for relevancy. The past year has been especially hard on the once-innovative RIM, but it may be at a turning point. Or the beginning of the end. (Read More…)

 

Twitter, the Startup that Wouldn’t Die

Throughout its first five years of existence, Twitter always seemed on the verge of committing some excruciating form of startup seppuku. There were constant service outages (epitomized by the ubiquitous “fail whale” cartoon message), an embarrassing security breach in 2009 that released a torrent of internal documents, and nonstop departures of key employees. (Read More…)

 

Is it time to audit your challenger brand marketing strategy?

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? Is everyone within your organization on the same page? (Read More…)

 

The rise and fall of Kodak: Why it went bankrupt

Fifteen years ago, Kodak was the fourth most valuable brand in the world after Disney, Coca-Cola and Microsoft. On January 19, 2012, the company filed for bankruptcy. What went wrong in the interim period? If pundits and experts are to be believed the reason is very simple. Kodak missed the digital revolution in photography. It did not go digital fast enough. (Read More…)

 

GraphScience: A New Startup Competitor to Google AdWords

GraphScience has already signed some of the United States’ largest retailers while in stealth mode. And after today’s launch, the CEO hopes to soon compete with Google AdWords.
If everything goes as planned, today’s announcement of GraphScience’s official launch may soon mean that Facebook has a viable competitor to Google AdWords, and the companies already signed up include some of the biggest retailers in the United States, by no accident. (Read More…)

 

TV or not TV: Should Challenger Brands resist the lure of TV advertising?

Breaking a brand into the mainstream is a big challenge. David Benady asks whether it is possible for challenger brands to enter the public consciousness and hit the big time without investing in TV advertising. (Read More…)

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