How Should a Challenger Brand Market Itself?

By now you know, it’s no secret, Gumas specializes in Challenger Brand Marketing®. Though you may have heard the term before, do you know exactly what a Challenger Brand is?

A Challenger Brand is an entity that is being out-resourced by its competitors via greater ad spending, distribution, brand awareness, finances, etc. or is a brand competing in very complicated or aggressive markets.

In fact, you can be a globally recognized brand and still be considered a Challenger Brand. Imagine if Nike wanted to launch a sports drink, they would suddenly become a Challenger Brand compared to Gatorade or Powerade as their lack of experience in the beverage industry renders them a defacto Challenger Brand category.

Typically, Challenger Brands have limited resources compared to their competition. As a result, Challenger Brands must think and act differently. Challenger Brand Marketing® is not like traditional marketing.

If you implement traditional marketing strategies and do not have the financial resources to sustain those programs at the same level as your larger competitors, your marketing efforts will probably fall short.

So, how should a Challenger Brand market itself? The answer is in this short video in which John Gumas, Founder & President of Gumas, unveils the principles of Challenger Brand Marketing. Watch the video

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About Me

Who is Gumas? | Gumas Advertising
Who is Gumas? | Gumas Advertising
What is a Challenger Brand? | Gumas Advertising
What is a Challenger Brand? | Gumas Advertising
How do you know if you are a Challenger Brand? | Gumas Advertising
How do you know if you are a Challenger Brand? | Gumas Advertising
How does a Challenger Brand market differently than a leading brand? | Gumas Advertising
How does a Challenger Brand market differently than a leading brand? | Gumas Advertising
How do you make Challenger Brands famous? | Gumas Advertising
How do you make Challenger Brands famous? | Gumas Advertising

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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Challenger Brand Tips

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

Challenger Brand Tips

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