The Contender’s Corner - Why We All Love the Underdog Brand

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.

Why We All Love the Underdog Brand

It was Robert Townsend, CEO of Avis, who memorably capitalised upon being an underdog brand. The ‘We try harder’, campaign not only passed into folklore but also markedly won market share from the mighty Hertz. The truth is we all love underdog brands. Despite their success, or perhaps because of it, leaders such as Microsoft, Tesco and Manchester United attract approbation and opprobrium in equal measure. But the No.2?s need to be aware that their success may put them into the firing line. (Read More…)

9 Ways Challenger Brands Fight for Market Share

Competition brings out the best in winners. Here are 9 ways scrappy brands fire up to take on crowded market sectors: Go in Strongly: Sure, there’s an abundance of daily deal websites. It’s just as sure some will die off. “There is a shakeout right now,” said Dealfind.com President Gary Lipovetsky. He operated restaurant directory MenuPalace.com for 12 years before branching into the special offer sector. That means Lipovetsky had solid systems and merchant relationships in place. “I think that’s a real differentiator of a lot of companies who came into this space,” he told IBD. “The ones who have the infrastructure are able to survive.” (Read More…)

How To Turn Challenger Brands Into Market Leaders Using Efficiencies In Large Scale SEM

As digital marketing professionals, we work with a wide range of clients. Some are Fortune 500’s and some are mid-tier businesses trying to compete in tough markets. The latter of these can be considered ‘challenger brands’ for two reasons – contending with the industrial strength heavy hitters can be daunting for them and positioning these brands to stand head to head with the top players can be hard for marketers.
So what is the solution to effectively grow the market share of these challenger brands while improving their online positioning? (Read More…)

How to Innovate and Take Action to Gain Market Leadership

Everyone knows that innovation means coming up with the next great idea in your industry, right? Actually, there’s a lot more to it than that. Test your ability to separate innovation fact from fiction by answering the following questions true or false (We promise not to compare you to Einstein): 1) Innovation is the act of coming up with new and creative ideas. 2) Innovation is a random process. 3) Innovation is the exclusive realm of a few naturally talented people. (Read More…)

Disruptive Social Technologies: Is Your Organization Missing the Boat?

I’m rather dumbfounded and annoyed that more organizations aren’t leveraging disruptive technologies to enhance the way they communicate, organize and operate their businesses. Even now, after all the hoopla around “social” has died down (a bit) and we know so much more, companies are still insistent about “integrating some of that social media stuff into our marketing.” Never mind leveraging disruptive social technologies to enhance business intelligence by listening to customers (patients in health care), conducting market research, solidifying customer service, managing a community and more. (Read More…)

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