How to Be a Challenger Brand

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Applying the Eight Credos of Successful Challenger Brands to Your Digital Marketing Strategy

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How to Be a Challenger Brand

  1. 1. Search Engine Marketing Online Media Buying Social Media Marketing Internet Marketing Consulting How To Be a Challenger Applying the Eight Credos of Successful Challenger Brands to Your Digital Marketing Strategy Presented by Web Ad.vantage, Inc.
  2. 2. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Thinking What is a Challenger Brand?Not a market leader Aggressive competitors Want to capture market share Challenger Bold & “mavericky” Risk-takers Market Leader Stands out in a crowded market15 June 2012 2 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  3. 3. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Thinking What are the Eight Credos? Challenger Brands are guided by a set of 8 credos that differentiate them from market leadersSays Who? Adam Morgan, author of Eating the Big Fish15 June 2012 3 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  4. 4. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #1 Break With Your Immediate PastWhat does it mean?Don’t be afraid to ask “dumb” questions to challengeconvention in order to view your brand differently Digital Marketing Strategy • Conduct online surveys/polls • Distribute online press releases • Use social media as a research tool • Set new digital marketing goals15 June 2012 4 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  5. 5. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #2 Build a Lighthouse IdentityWhat does it mean?Developing a very clear sense of who or what you are as abrand/company, then projecting that identity intensely andconsistently Digital Marketing Strategy • Branded digital advertising campaign • Display • Paid Search • Mobile • Emphasize clear branding in all digital touch points15 June 2012 5 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  6. 6. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #3 Assume Thought Leadership of the CategoryWhat does it mean?Break convention in terms of representation (what yousay), where you say it (medium), and experience (beyond justtalk). Digital Marketing Strategy • White Papers • Lead Generation • Content Marketing • Social Media for word-of-mouth marketing15 June 2012 6 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  7. 7. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #4 Create Symbols of Re-evaluationWhat does it mean?Establishing symbols designed to prompt quick re-evaluationby consumers and enhance their view of the brand. Digital Marketing Strategy • Creative campaigns & messaging • Offer virtual goods or downloadables that reinforce the symbolism • Mobile app or tool15 June 2012 7 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  8. 8. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #5 SacrificeWhat does it mean?Laser-focus yourtarget, message, reach, frequency, distribution and lineextensions. Recognize that less can be more. Digital Marketing Strategy • Leverage advanced targeting technologies •Re-evaluate efforts; stop doing what isn’t working • Utilize new tools to measure ROI and increase learnings from analytics15 June 2012 8 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  9. 9. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #6 Over-CommitWhat does it mean?Although you may do fewer things, do “big” things when youdo them! Digital Marketing Strategy • Ensuring consistency across digital marketing channels for max impact • Developing a clear, streamlined conversion path • Optimize, optimize, optimize!15 June 2012 9 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  10. 10. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #7 Use Advertisement and Publicity as a High-Leverage AssetWhat does it mean?Unconventional communications can really get people talking! Digital Marketing Strategy • Social media for PR • Effective email marketing with personal, customized touch • Viral marketing • Gamevertising • Blogger outreach15 June 2012 10 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487
  11. 11. Search Engine Internet Marketing Slide Title Marketing Online Media Buying Social Media Marketing Consulting Challenger Brand Credo #8 Become Idea-Centered, Rather than Consumer-CenteredWhat does it mean?Sustain challenger momentum by not losing sight of what thebrand is about and can be. Redefine marketing to reflect vision. Digital Marketing Strategy • Using social media as idea generation tool • Use web meetings for brainstorming • Never become static—maintain a full digital marketing pipeline • Sharing, bookmarking & tagging15 June 2012 11 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

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