Challenger Brands - strategies to make market leaders sweat

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I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.

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Challenger Brands - strategies to make market leaders sweat

  1. 1. CHALLENGER BRANDS.
  2. 2. CHALLENGER BRANDS
  3. 3. WHAT IS A MARKET LEADER? • Size advantage • „Increasing returns‟ • First, best or only in their category • Highest brand loyalty & purchase frequency • Highest brand awareness CHALLENGER BRANDS
  4. 4. WHAT IS A CHALLENGER BRAND? • They aren‟t the number one brand in their market • Ambitious beyond their means • They are successfully challenging the market leader CHALLENGER BRANDS
  5. 5. CHALLENGER BRANDS
  6. 6. EXERCISE CHALLENGER BRAND 1 2 3 4 5 6 7 CHALLENGER BRANDS 8
  7. 7. THE 8 CREDOS • Intelligent naivety CHALLENGER BRANDS
  8. 8. “I‟ve had great fun turning quite a lot of industries on their head and making sure those industries will never be the same again” – Sir Richard Branson CHALLENGER BRANDS
  9. 9. THE 8 CREDOS • Intelligent naivety • Building a “lighthouse identity” CHALLENGER BRANDS
  10. 10. CHALLENGER BRANDS
  11. 11. THE 8 CREDOS • Intelligent naivety • Building a “lighthouse identity” • Become the thought leader CHALLENGER BRANDS
  12. 12. http://www.youtube.com/watch?v=czLTt2gtgfw CHALLENGER BRANDS
  13. 13. THE 8 CREDOS • • • • Intelligent naivety Building a “lighthouse identity” Become the thought leader Create a symbol of re-evaluation CHALLENGER BRANDS
  14. 14. CHALLENGER BRANDS
  15. 15. THE 8 CREDOS • • • • • Intelligent naivety Building a “lighthouse identity” Become the thought leader Create a symbol of re-evaluation Sacrifice CHALLENGER BRANDS
  16. 16. “If you‟re not pissing off at least 50 percent of the people, you are not trying hard enough” – Yvon Chouinard, CEO of Patagonia CHALLENGER BRANDS
  17. 17. THE 8 CREDOS • • • • • • Intelligent naivety Building a “lighthouse identity” Become the thought leader Create a symbol of re-evaluation Sacrifice Overcommit CHALLENGER BRANDS
  18. 18. CHALLENGER BRANDS
  19. 19. THE 8 CREDOS • • • • • • • Intelligent naivety Building a “lighthouse identity” Become the thought leader Create a symbol of re-evaluation Sacrifice Overcommit Enter popular culture CHALLENGER BRANDS
  20. 20. http://www.youtube.com/watch?v=JR_naKxLEPc CHALLENGER BRANDS
  21. 21. THE 8 CREDOS • • • • • • • • Intelligent naivety Building a “lighthouse identity” Become the thought leader Create a symbol of re-evaluation Sacrifice Overcommit Enter popular culture Be ideas-centred CHALLENGER BRANDS
  22. 22. CHALLENGER BRANDS
  23. 23. THE 8 CREDOS  Intelligent naivety  Building a “lighthouse identity”  Become the thought leader  Create a symbol of re-evaluation  Sacrifice  Overcommit  Enter popular culture  Be ideas-centred CHALLENGER BRANDS
  24. 24. WHAT DOES THIS MEAN FOR SUITS?
  25. 25. These strategies of Challenger Brands can be applied to any brand with challenges CHALLENGER BRANDS
  26. 26. INTERESTED? • „Eating the Big Fish: How challenger brands can compete against brand leaders‟ - Adam Morgan. $21.04 on Amazon • http://eatbigfish.com/ • Find this presentation on SlideShare at www.slideshare.net/JohnBlaskett CHALLENGER BRANDS

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