Disruptive Challenger Brand Names

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I presented this simple deck to a client that had everything it needed to succeed as a challenger brand in its category, except a challenger brand name. Now they’re considering changing it.

Published in: Marketing, Business, Automotive
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Disruptive Challenger Brand Names

  1. 1. Disruptive Challenger Brands Me-too names or a name that sets them apart By Robert Moss LinkedIn
  2. 2. I presented this simple deck to a client that had everything it needed to succeed as a challenger brand in its category, except a challenger brand name. Now they're considering changing it. It’s all about putting it in a perspective your client understands. Feel free to use the content in this deck in your own.
  3. 3. Airlines British Airways Air-France-KLM
  4. 4. Airlines British Airways Air-France-KLM Virgin Atlantic
  5. 5. Ice Cream Baskin Robbins Breyer’s Store Brands
  6. 6. Ice Cream Baskin Robbins Breyer’s Store Brands Haagen Dazs
  7. 7. Ice Cream Baskin Robbins Breyer’s Store Brands Haagen Dazs Ben & Jerry’s
  8. 8. Domestic Economy Cars Chevrolet Ford Dodge
  9. 9. Domestic Economy Cars Chevrolet Ford Dodge Saturn
  10. 10. Luxury Cars Mercedes-Benz BMW Cadillac
  11. 11. Luxury Cars Mercedes-Benz BMW Cadillac Lexus
  12. 12. Luxury Cars, Another Look Mercedes-Benz BMW Lexus Audi
  13. 13. Luxury Cars, Another Look Mercedes-Benz BMW Lexus Audi Tesla
  14. 14. Vodka Smirnoff Stolichnaya Finlandia
  15. 15. Vodka Smirnoff Stolichnaya Finlandia Absolut
  16. 16. Energy Drinks Coffee Tea Coca-Cola Pepsi Cola
  17. 17. Energy Drinks Coffee Tea Coca-Cola Pepsi Cola Red Bull
  18. 18. Energy Drinks, Another Look Red Bull Monster Rockstar Amp NOS
  19. 19. Energy Drinks, Another Look Red Bull Monster Rockstar Amp NOS 5-Hour Energy Note: Besides a very different name and positioning, 5-Hour Energy introduced a 2 ounce shot to compete with an 8 to 16 ounce can.
  20. 20. My Client’s Category My client’s competitors Note: I’ve removed my client’s information to keep confidentiality. Use your client’s information instead.
  21. 21. My Client’s Category My client’s competitors My client’s current name Note: I’ve removed my client’s information to keep confidentiality. Use your client’s information instead.
  22. 22. Nobody counts the number of ads you run; they just remember the impression you make. - Bill Bernbach By Robert Moss LinkedIn Gibson Les Paul photo by Eric Murray

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