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. 436: It's Time to Pull Up Your Youtube Shorts
Ep. 435: The Importance of Trust in your Video Marketing
Ep. 434: Todd Trained University of Arizona Student Athletes the Power of Video
Ep. 433: What is LinkedIn Boosting?
Ep. 432: Why Chief Marketing Officers are an Endangered Species
Ep. 431: Todd's Tips for Overcoming Imposter Syndrome
Ep. 430: Don't Give Away too much Free Information
Ep. 429: How Comedian Howie Mandel Taught Todd about Overcoming Objections
Ep. 428: Aligning and Leveraging your Power of Intention
Ep. 427: The Tarantino Story & Faster Knowledge Transferring
Ep. 426: Why you should Serve Others with a Joyful Heart
Ep. 425: The Tech Needed to Level Up your Virtual Presentations w/ Chad Stafford
Ep. 424: Why the Best don't get Hired but the Best KNOWN Do!
Ep. 423: How to Live Up to your Full Potential
Ep. 422: Where to get started when Selling Products or Services Remotely
Ep. 421: Latest LinkedIn Survey on Remote Buying w/Jordan Herelle
Ep. 420: Todd Talks About The Weed Industry w/ Kasen James
Ep. 419: Behind the Scenes of Shooting Todd's Documentary
Ep. 418: Heartfelt Response from Christene Sismondo after Todd's BMM Speech
Ep. 417: Adjusting to the New B2B Buyer Expectations
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