How to Be a Challenger Brand

Internet Marketing ConsultingSearch Engine Marketing Online Media Buying Social Media Marketing

How To Be a Challenger

Presented by Web Ad.vantage, Inc.

Applying the Eight Credosof Successful Challenger Brands

to Your Digital Marketing Strategy

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Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

Internet Marketing Consulting

Search Engine Marketing

Online Media Buying Social Media Marketing

Challenger Brand Thinking

What is a Challenger Brand?

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Challenger

Market Leader

Not a market leader

Want to capture market share

Risk-takersBold & “mavericky”

Aggressive competitors

Stands out in a crowded market

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Challenger Brand Thinking

Challenger Brands are guided by a set of 8 credos that differentiate them from

market leaders

What are the Eight Credos?

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Says Who? Adam Morgan, author of

Eating the Big Fish

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Challenger Brand Credo #1

Break With Your Immediate Past

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What does it mean?Don’t be afraid to ask “dumb” questions to challenge convention in order to view your brand differently

Digital Marketing Strategy

• Conduct online surveys/polls• Distribute online press releases• Use social media as a research tool• Set new digital marketing goals

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Build a Lighthouse Identity

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• Branded digital advertising campaign• Display• Paid Search• Mobile

• Emphasize clear branding in all digital touch points

What does it mean?Developing a very clear sense of who or what you are as a brand/company, then projecting that identity intensely and consistently

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Assume Thought Leadership of the Category

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• White Papers• Lead Generation• Content Marketing• Social Media for word-of-mouth marketing

What does it mean?Break convention in terms of representation (what you say), where you say it (medium), and experience (beyond just talk).

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Create Symbols of Re-evaluation

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• Creative campaigns & messaging• Offer virtual goods or downloadables that reinforce the symbolism• Mobile app or tool

What does it mean?Establishing symbols designed to prompt quick re-evaluation by consumers and enhance their view of the brand.

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Sacrifice

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• Leverage advanced targeting technologies •Re-evaluate efforts; stop doing what isn’t working• Utilize new tools to measure ROI and increase learnings from analytics

What does it mean?Laser-focus your target, message, reach, frequency, distribution and line extensions. Recognize that less can be more.

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Over-Commit

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• Ensuring consistency across digital marketing channels for max impact• Developing a clear, streamlined conversion path• Optimize, optimize, optimize!

What does it mean?Although you may do fewer things, do “big” things when you do them!

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Use Advertisement and Publicity as aHigh-Leverage Asset

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• Social media for PR• Effective email marketing with personal, customized touch• Viral marketing• Gamevertising• Blogger outreach

What does it mean?Unconventional communications can really get people talking!

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Become Idea-Centered, Rather thanConsumer-Centered

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• Using social media as idea generation tool• Use web meetings for brainstorming• Never become static—maintain a full digital marketing pipeline• Sharing, bookmarking & tagging

What does it mean?Sustain challenger momentum by not losing sight of what the brand is about and can be. Redefine marketing to reflect vision.

How to Be a Challenger Brand

Business

Transcript of How to Be a Challenger Brand