Disruptive Challenger Brand Names
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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.

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.

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Disruptive Challenger Brand Names Presentation Transcript

  • 1. Disruptive Challenger Brands Me-too names or a name that sets them apart By Robert Moss LinkedIn
  • 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. Airlines British Airways Air-France-KLM
  • 4. Airlines British Airways Air-France-KLM Virgin Atlantic
  • 5. Ice Cream Baskin Robbins Breyer’s Store Brands
  • 6. Ice Cream Baskin Robbins Breyer’s Store Brands Haagen Dazs
  • 7. Ice Cream Baskin Robbins Breyer’s Store Brands Haagen Dazs Ben & Jerry’s
  • 8. Domestic Economy Cars Chevrolet Ford Dodge
  • 9. Domestic Economy Cars Chevrolet Ford Dodge Saturn
  • 10. Luxury Cars Mercedes-Benz BMW Cadillac
  • 11. Luxury Cars Mercedes-Benz BMW Cadillac Lexus
  • 12. Luxury Cars, Another Look Mercedes-Benz BMW Lexus Audi
  • 13. Luxury Cars, Another Look Mercedes-Benz BMW Lexus Audi Tesla
  • 14. Vodka Smirnoff Stolichnaya Finlandia
  • 15. Vodka Smirnoff Stolichnaya Finlandia Absolut
  • 16. Energy Drinks Coffee Tea Coca-Cola Pepsi Cola
  • 17. Energy Drinks Coffee Tea Coca-Cola Pepsi Cola Red Bull
  • 18. Energy Drinks, Another Look Red Bull Monster Rockstar Amp NOS
  • 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. 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. 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. 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