Marketing Mistake #9: Not Acting Outside the Box

[Thinking outside the box has long been in vogue. But what about “acting” outside the box? In his latest book, Poke the Box, author Seth Godin makes a case for not only thoughts that exceed the limits of the box but actions as well.
Challenger Brands are challengers because they challenge the status quo. They know that disrupting the market place with the unexpected is an important component of actually challenging.
By the same token, Challenger Brands anticipate their employees will go beyond expectations. Relax, we’re not suggesting anarchy, but, what joy is there in continually doing what is expected? What satisfaction can be gained from following the policy and procedure manual to the letter when you know in your heart that an exception is in order?
Challenger Brands realize that a little internal disruption can create a lot of external chaos in the market place, which is the objective. Challenger Brands seek out and reward those individuals who know the difference between “doing things right” and “doing the right thing.” 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?
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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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