History, they say, is written by the winners. But that’s not necessarily the case when it comes to challenger brands. In many cases, challenger brands not only find a way to coexist alongside their larger competitors, but they’re also able to dramatically alter the marketplace in their own way, forcing the established leaders to change themselves.

In the marketing world, there’s no such thing as playing it safe. Timid and conservative advertising is frequently overlooked as passé and uninspiring. People don’t want their favorite brands to do the same old thing.

What do the top players in commerce have in common? It’s not just their products that set them ahead of the pack. Instead, it’s their brands that have taken up valuable real estate in the marketplace. A sneaker is just a sneaker in most cases, but when it’s a Nike sneaker, it suddenly means a lot more to the average consumer.

As a startup, you’ve got a lot on your plate. You’re trying to refine your idea that’s going to change the world. You’re trying to find your place in the marketplace, both locally and on the Internet. And the bigger you get, the more growing pains you’re going to encounter. The startup life is a rewarding life, but it’s certainly a taxing one.

Life as a challenger brand can be a bit of a catch-22 at times. You’re constantly compared to your competition, yet you do everything you can to stand out from the big guys. You rally against the market leaders and take pride in being the little guy, but you’d love to be at the top of the food chain. You’re involved in this “me against the world” struggle against large corporations, but you know you can’t close the gap without some help from the outside.

Marketing is often equated with the promotion and sale of goods and services. But to really get people to fall in love with your company, it’s your brand that should be the focus of your marketing.

Most marketers know that customers are looking for that unexplainable thing that connects them to a brand. Nobody wants to buy from a boring company, no matter how great the product. However, brand personality is something that entrepreneurs and business owners often overlook.

San Francisco is the thirteenth-largest city in the United States, with a cost of living that’s 60 percent higher than average. In other words, there are a lot of people to market to, and a lot of businesses vying for the patronage of those consumers.