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. 416: How to Differentiate your Business when you and your Competitors Sell the Same Thing w/ Kasen James
Ep. 415: The Biggest Problem Businesses Create with their Customer Journey w/ Jason Fair
Ep. 414: Don't Do This On LinkedIn! w/ Jordan Herelle
Ep. 413: Todd interviews Kim Le about how his Remote Selling Secrets helped her business
Ep. 412: Searching for a new job? Here's how to stand out! w/ Kasen James
Ep. 411: Vidyard Updates Crush LinkedIn! w/ Jordan Herelle
Ep. 410: Come Along with Todd & Thomas as they Close a Deal!
Ep. 409: 3 Steps for Planning Your Next Video Project w/ Jordan Herelle
Ep. 408: Why You Need To Create Momentum On Your Landing Page w/ Thomas Hicks
Ep. 407: How to Dominate B2B & B2C Sales w/ Jason Fair
Ep. 406: How to Fix Your Buyers Journey w/ Jordan Herelle
Ep. 405: Gated vs. Non-Gated Content w/ Jason Fair
Ep. 404: Reevaluating Pink Hair & Conversion Tactics w/ Thomas Hicks
Ep. 403: When You Should Invest In Professional Videos w/ Jordan Herelle
Ep. 402: Why You Need A Service Focused Mindset W/ Thomas Hicks
Ep. 401: How long does it take to make a video? w/ Jason Fair
Ep. 400: New Data Buyers Prefer to Buy Online w/ Jason Fair
Ep. 399: Why Your Projects Should be Led by a Strategist w/ Jordan Herelle
Ep. 398: Why Helpful Content Generates Leads
Ep. 397: 80% of Buyers Prefer Buying Remotely
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
NABOR® TALKS
U.S Property Podcast
Aligned Money Show
The Ramsey Show
Planet Money