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. 396: When Serving Others Is Your Primary Focus
Ep. 395: Todd Unpacks the Latest Data on Video Length
Ep. 394: How Small Companies and Big Companies Compare in Video
Ep. 393: The #1 Problem Businesses Create On Their Journey Pages
Ep. 391:How to Easily add Captions to Videos w/ Jordan Herelle
Ep. 390: Creating a Captivating Video Thumbnail w/ Jordan Herelle
Ep. 389: Low vs. High Budget Videos w/ Jordan Herelle
Ep. 388: An Introduction to Payment Processing w/ Brad Weimert
Ep. 387: LinkedIn Strategies that Work w/ Jordan Herelle
Ep. 386: Low Success Tactics for Submitting Proposals w/ Jordan Herelle
Ep. 385: Friction is the Enemy of Conversion
Ep. 384: Do you Believe in Yourself?
Ep. 383: Todd Shares his Latest Side Project
Ep. 382: Was Todd Nervous? He Trained like it was Game Day
Ep. 381: Todd's Tips for Influencing your Clients and Prospects
Ep. 380: Todd Updates You On His Tony Robbins Speech
Ep. 379: The Morning Of Todd's Tony Robbins Speech
Ep. 378: Team Reaction from Todd's Tony Robbins Practice Day
Ep. 377: Building Momentum Through to the Sales
Ep. 376: How to Support a Client Transitioning Jobs
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