Bigger isn’t always better. In fact, being big can sometimes work against businesses. It’s possible to be too big, in a way that’s detrimental to a company’s long-term success. That gives challenger brands a major advantage, especially in today’s technology-driven landscape.
Simply hearing the word “Millennial” is enough to give some marketing managers anxiety.
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.
Have you ever been followed on Instagram by a random business that’s completely unrelated to your interests or your location? To the business, it’s an effort to get the word out. But to you, it’s a totally unwanted communication from a company that you don’t care about. That’s a business that’s completely grasping at straws, hoping to get attention but ultimately failing. And unfortunately, that’s the situation in which many businesses find themselves today.
We’ve always heard about how different B2B marketing is from consumer-based marketing. Make no mistake, they’re apples and oranges in many ways. But at their core, they’re not that different. Both B2B and B2C rely on a thorough understanding of your customer – whether it be a business representative or a consumer – and the ability to consistently deliver a message that meets the needs of your audience.
This month, my wife celebrated a landmark birthday. And, because I love my wife and hold my more-than-30-year marriage in high regard, I will not tell you which landmark birthday this was. I wanted to get her something that was equal parts thoughtful, appropriate and physically formidable. I figured, if it’s a big birthday, the gift should be big, too.
The positive aspects of digital marketing are numerous – the ease of transmission, increased visibility and an immersive experience are just a few of the ways digital marketing improves on conventional offline marketing.
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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.