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 Real Time Marketing Helps Challenger Brands Thrive
Research has found that real time marketing has a significant impact in brand perception, consideration, purchase, and positive referrals to friends and family. This approach is also allowing some challenger brands to have a bigger impact than market leaders. To be successful in real time marketing you need the right people, processes, training, and tools to react to news as it happens. Some advice from the front lines: (Read More…)
The Latest Brand Folly from Pepsi
Pepsi used to be the prototype of the strategic challenger brand. Now it’s the prototype of the strategically-challenged brand. In falling over themselves to be the opposite of Coke, Jakeman and co. are guilty of the kind of fuzzy thinking that must have Coke’s executives enjoying “happiness and moments of joy.” Jakeman summarizes months of research with the statement that “Coke is timeless. Pepsi is timely.” (Read More…)
What’s Your Underdog Brand Story?
From ancient narratives like David and Goliath to NCAA basketball Cinderella stories to the Avis motto, “We’re number 2, we try harder,” the natural appeal of the underdog is well recognized, if not fully understood. Why back a potential loser? Ask a Chicago Cubs fan. Underdogs actually do come in second most of the time; the rare upsets are just more memorable and thrilling to us precisely because they stand out from the norm. (Read More…)
True Lemon: A New Soft Drink Challenger Brand Arises
True Lemon, the challenger brand created by Baltimore, MD based True Citrus, is making its national advertising debut in the $1 billion dollar powdered soft drink market during the week leading up to Memorial Day. True Lemon is a unique entry in the powdered soft drink category because it is made with all natural ingredients and real flavor from real fruit. The brand’s target audience is active, health conscious women 25-54. It’s a delicious, natural alternative to products like Crystal Light. (Read More…)
The 7 Keys to a Challenger Brand’s Success
Years of working with Challenger Brands have taught us valuable lessons about how to most effectively compete against better resourced marketers. We have been able to boil down our learnings into seven critical keys to marketing what every Challenger Brand must know. Understanding these seven keys shall provide you the necessary start to building your Challenger Brand marketing strategy. As you gather this information, be 100% sure that this information is valid and relevant to your primary target audience. (Read More…)
Agility, speed and nous enable Davids of the world to take on Goliaths
Small players can challenge the behemoths on their own turf, and there are success stories to prove it, writes Ruslan Kogan. It is not easy taking on the big brands, no matter what industry you operate in; they have deep pockets and a lot of market clout. But if you play your cards right, you can take a huge chunk of their market share. (Read More…)
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