Have You Discovered Your Real Brand of Distinction?

[Every Challenger Brand has a unique brand of distinction. It is the core essence of your organization. It is the collective sum of all the history, emotions, perceptions and stereotypes that exist about your company. For marketing purposes, it is simply that core value, promise or position that makes your company different in the eyes of the customer.
But, sadly enough, most Challenger Brands never take the time to discover what theirs truly is. While most stakeholders may have an understanding of why their company is unique, they fail to verbalize this story to their customers, prospects and even their own employees.
Some companies falter by using common or bland language and making vague promises that do not set them apart. They become lost in the crowd. For example, what do the following taglines say about these company brands?

  • Our quality is second to none.
  • Your success is our success.
  • Customer service is our pleasure.
  • Great value for your dollar.

Probably, nothing. In the end, these are simply promises every business should be making to its customers, regardless of its brand. These generic phrases certainly don’t describe a brand of distinction because there is nothing unique about them.
So, what’s a Challenger Brand to do? Start by taking a close, hard look at your existing brand essence and be brutally honest. What about your company is unique among your main competitors? Is it a position that you truly own? Is it one that you can easily defend against your competitors? These are some of the questions we always make sure to ask ourselves and our clients as part of our advertising and marketing services.
A powerful brand essence is the foundation upon which all successful marketing is built. Discover a unique brand of distinction, own it and watch your company grow.

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Who is Gumas? | Gumas Advertising
Who is Gumas? | Gumas Advertising
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How do you know if you're a Challenger Brand?
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YONEX PGA - Summary - FINAL w/subtitles
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What is Challenger Branding?
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Jr Giants Commercial
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How does Challenger Branding market differently than a leading brand?

About Gumas

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.

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Proven and easy-to-implement marketing strategies to help Challenger Brands take on their industry gorillas…and win!
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