Marketing Mistake #7: Confusing Brand Position, Brand Promise and Brand Message

[Challenger Brands know that a brand position is an expression of the value that their brand has in the mind of the consumer when compared to other brands. They further recognize that they must be able to voice what distinguishes them from their competitors – the more that distinctive quality is sought after, the stronger the position.
Challenger Brands also realize that the brand promise is at the heart of that brand position translating a customer need into a tangible reality. It is the visceral connection with your customer, offering a sense of aspirational fulfillment.
Finally, they are aware that a brand message is all about the audience and its connection to the brand’s position and promise. It becomes the vehicle that bonds all the brand components in a meaningful and compelling manner. Are you a Challenger Brand?

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Who is Gumas? | Gumas Advertising
Who is Gumas? | Gumas Advertising
How do you know if you&#039re a Challenger Brand?
How do you know if you're a Challenger Brand?
YONEX PGA - Summary - FINAL w/subtitles
YONEX PGA - Summary - FINAL w/subtitles
What is Challenger Branding?
What is Challenger Branding?
Jr Giants Commercial
Jr Giants Commercial
How does Challenger Branding market differently than a leading brand?
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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