As Champion of the Challenger Brand, we frequently field tons of questions from small businesses about various day-to-day Challenger Brand issues, often surrounding brand development, media selection, website concerns, social media issues, search optimization and plenty other necessary, though comparably mundane subjects.

Marketing your company during good times is hard enough. But marketing your company during an economic downturn is downright unfair. So what’s a marketer with

Every individual is a Challenger Brand unto themselves. They/you are tangling daily with better resourced competitors – those who are bigger, stronger, younger, smarter, better-looking, richer, thinner, more famous, better-educated, and generally more successful. We’re all doomed.

Author’s Assurance: Everything you’re about to read happened as written (pretty much); all quotes reflect actual conversations. In today’s Cha…

As we enter into another new year filled with the promise of success and prosperity, we dust off Gumas’ trusty Challenger Brand crystal ball to see what’s in store for 2018.

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.

If you hang around Challenger Brand marketers long enough, you will begin to hear the steady repetition of commonly used phrases, adages and mantras that are designed to remind Challenger Brands to look at their business differently. 

Challenger Brand Marketers know that the foundation of effective brand building is constructed with meaningful, relevant, concise messaging that connects with the prospect and drives them to action. Once the messaging is in place, the rest of the brand can be brought to life through look, feel and imagery. It’s the language, though, that remains the precious minerals that must be mined from within the psyche of the prospective customer. That’s right, the psyche.