Big brands have a lot of money and they might beat you in ad spend. But just how good is their marketing?
You might not be the #1 brand in your industry, but you can always strive to become a challenger brand.
A challenger brand is defined, primarily, by a mindset – it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to break through (The Challenger Project).
Challenger brands are not category leaders and they have less resources than their competitors. What sets them apart is their WAY OF THINKING and REFUSING TO GIVE UP despite these challenges. Because you can think your way out of any situation easier than you can spend your way out.
If you want your business to become a challenger brand you have to start with strategy and identify the leader’s weakness and exploit it.
This week on Video Marketing Mastery I speak with the authors of The Voice of The Underdog, Mike Sullivan and Michael Tuggle. They give examples of how they’ve helped businesses become challenger brands and how it all starts with changing the way you think.
Take a note from Avis who famously said, “Avis is only number two in rental cars, so we try harder.” If you’re struggling with wanting to be “the best” in your industry, click play to hear about what it means to be a challenger brand.
Ep. 457: How to Use Video in Personal Relationships
Ep. 456: How Todd Used a Personalized Follow Up Video to Advance a Key Relationship
Ep. 455: Are you Carrying Baggage or Fuel?
Ep. 454: How to Use Video to Ice Break Cold Prospects
Ep. 453: Fast Immediate Reactions Are Dangerous
Ep. 452: David Meerman Scott on the Neuroscience of Proximity in Video
Ep. 451: Funny Moments Inside the Tony Robbins Green Room
Ep. 450: Go in the Car with Todd and his Team before his Tony Robbins Keynote
Ep. 449: Convert More Remote Buyers with a Strategy that Hits Home!
Ep. 448: How Todd's Training with a Client Generated $119M Using his Strategies
Ep. 447: How to Prepare Yourself for the Details so you can Win
Ep. 446: Why Event Marketing ROI Starts with Persona Segmentation
Ep. 444: The Butta Cakes Entrepreneurial Success Story
Ep. 443: How to Leverage FOMO at your Events
Ep. 442: 3 Biggest Mistakes Businesses Make With Hybrid, Virtual, and In-Person Events
Ep. 441: 6 Ways to Amplify your Event Marketing
Ep. 440: Todd Answers Questions About Video for Physical Products
Ep. 439: US Olympian Athlete Asks Todd How to Prepare for Interviews
Ep. 438: Google's "Seek to Action" for Key Moments in Video Search
Ep. 437: Listen to Todd's Interview on The Enlightened Executive w/ Susan Drumm
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