As a challenger brand, you have your work cut out for you. On any given day, you’re competing for market share with larger, more established companies that have bigger budgets and name value than you. You’re looking for some way, any way, that you can stand out from your competition.
Advertising is everywhere. We see advertising so often that we’re often conditioned to tune it out. Which is a shame, because businesses spend billions of dollars a year trying to get us to buy their products.
As consumers move towards ad blockers and other forms of media avoidance, the pressure is on marketers to find new ways to reach their target audiences. Increasingly, companies are migrating towards the use of social influencers to market their products. The concept is simple – instead of producing a typical ad, businesses pay celebrities or well-known social media users to promote their products in a natural way.
Challenger brands are driven by the need to take down the industry gorillas, systematically, one winnable step at a time. Identify those battlefields where you can not only compete, but you can win. How?
Content marketing is a huge priority for most modern businesses, with the most successful business-facing companies dedicating nearly 40 percent of their overall marketing budgets to content marketing. Needless to say, you don’t want to spend a large portion of that budget rewriting old blogs and reshooting videos. Instead, strive for evergreen content – the type of content that never becomes obsolete.
What makes for a good marketing campaign? Judging by the victors at Cannes or The One Show, you might think that dazzling technology or gorgeous art design makes for a winning campaign. Or perhaps you’re focused on numbers: the more web hits or dollars earned, the higher an ad’s success.
In recent years, marketers have started looking to “challenger” brands for a new way of doing things. Unlike establishment brands, these newcomers aren’t worshipping the almighty dollar. In addition to sales goals, they typically have softer goals such as promoting a harmonious workplace or improving the world with their product. Challenger brands often seek to disrupt the market. Because they’re smaller, these brands must be innovative thinkers – especially when it comes to marketing.
As generations go, you’d be hard-pressed to find one that is as maligned as Millennials. It has been stereotypically labeled the Entitled Generation. Or, the Participation Trophy Generation. Or, the Lazy Indifferent “You’re Not The Boss of Me” Generation. But what we believe to be the most dynamic of generations is none of those. First off, those stereotypes are both unfair and untrue. Millennials have purpose. They have vision and hope. They are optimistic and encouraged. They believe they will be successful without harming others, themselves or the world around them. They will take on the Gen Xers and the Baby Boomers (the Generational Gorillas), and win. They are the Challenger Brand Generation.
Want To Take On Your Industry Gorillas And Win But Don’t Know Where To Start? It’s Time To Talk To The Challenger Brand Marketing® Experts. Enter Your Information Below To Start The Conversation.
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As a full service branding, advertising and interactive agency, we help Challenger Brands take on their industry gorillas and win.
Gumas is an award-winning, full-service advertising agency generally recognized as the country’s foremost experts on Challenger Brand Marketing®. We are dedicated to helping you take on your industry gorillas to quickly generate the greatest results from your marketing investment.
From research, strategy development, award-winning creative design, web development, digital media (including search, social media and everything in between); our goal is to create a marketing strategy specifically designed to help build your unique Challenger Brand. All the marketing support you need under one roof.
We exist to help Challenger Brands take on their industry gorillas, and win. Challenger Brands, organizations that find themselves up against better-resourced competitors, simply can’t compete head-to-head with their industry gorillas. Our proven approach provides the resources you need to generate the greatest results from your marketing budget.
