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. 335: Cardio Breakthrough!
Ep.334: The Latest Video Stats For Gaining Prospect Attention And Closing Deals
Ep. 333: Where Should Marketers & Sales People Get Started?
Ep. 332: How To Stand Out In A 3 Second World With Brendan Kane
Ep. 331: How to Collect Your Thought Leadership Ideas
Ep. 330: Stop Pattern Interrupting On Your Website
Ep. 329: Icebreaking - Todd's Challenge For You This week
Ep. 328: WireBuzz iPad Gets Stolen At The Airport But What Happens Next?
Ep. 326: NHL Stud Nathan Gerbe Talks About Overcoming Adversity
Ep. 327: Remote Selling Secrets - Todd’s Speaking At Tony Robbins’ Business Mastery!
Ep. 325: Finally Revealed - Todd's Big Tony Robbins Announcement
Ep. 324: Todd's Got HUGE News Coming Up!
Ep.323: Todd's Blue Speedo Story - How To Attention Hack
Ep. 322: How To Optimize Email For Better Results
Ep. 321: Preparing Your Business For The New Google Page Experience
Ep.320: The 5 Zones For Using Video To Achieve Business Goals
Ep. 319: What Makes People Buy Faster?
Ep. 318: Welcome to December! Change Can Start Early...
Ep.317: Why You Should Always Support Free Speech
Ep. 316: Work For Your Future Not Your Weekend
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