Resonate's Chief Revenue Officer, Jason Schneider, and Michael Horn, Chief Data Officer from Huge presented at Adweek's Brandweek Challenger Brand event on Wednesday, February 6th. If you missed it, check out the slides to learn about the 3 Keys to Thriving in a Challenger Market. They discussed data-driven stories of building brand love with deep consumer insights, featuring the Zelle success story.

1. EVENTA
3 Keys to Thriving in a
Challenger Market
February 2019

2. EVENTA
Today’s
environment
is set for
challengers
& incumbents
to thrive
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3. EVENTA
Data is
growing
faster than
Moore’s law
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4. EVENTA
People
are more
connected . . .
. . . But
not more
connected
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5. EVENTA
It’s
never
been
harder to be
a marketer
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6. EVENTA
Disruption
has
changed
the
brand game
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7. EVENTA
Disruptors
employ
customer-
centric
strategies
Insights
fuel
customer-
centric
strategies
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8. EVENTA
Insights-driven firms are growing at an
average of more than 30% annually and
are on track to earn $1.8 trillion by 2021*
30%
$1.8 trillion
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* Forrester Research, Inc

9. EVENTA
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BUILD YOUR BRAND FOR HUMANS
How to thrive in a challenger market key #1:

10. EVENTA
It’s easy to
lose sight of
the most
critical thing
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11. EVENTA
What TV shows do they watch?
When are they watching TV?
Do they watch TV as a family?
Where do they shop?
WHY do they shop at a brand?
When to they shop?
WHY do they shop online or in store?
What kind of tech do they like?
When are they on their phones?
What do they do with social media?
What types of apps do they have/use?
What websites do they visit?
WHY do they use a PC vs. mobile?
What do they like?
What are they passionate about?
Where do they spend their money?
WHY are they spending? WHY are they saving?
How important are deals/promotions?
Where do they live?
What’s home life like?
WHY do they make certain home life choices?
WHY did I buy from that brand?
WHY will I leave my current provider?
WHY do I want to go to my next provider?
What will entice me to buy more?
What’s their idea of “fun”?
How do they use their free time and
WHY?
Your
audience
is made
up of
humans

12. EVENTA
Age 35 – Female, 1 Child,
$100K HHI
• Uses coupons
• Invests in mutual funds
• Cord cutter
• Values creativity
• Values financial stability
• Wants safer schools
Age 35 – Female, 1 Child,
$100K HHI
• Amazon Prime customer
• Values nature
• Only buys organics
• Recycles regularly
• Watches TV on her phone
• Supports school vouchers
• Low discretionary income
Flat personas only tell us
so much

13. EVENTA
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ALIGN WITH CUSTOMER VALUES
How to thrive in a challenger market key #2:

14. EVENTA
Values are the
foundation for
decision-
making &
emotions
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15. EVENTA
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CASE IN POINT:
Columbia vs. Patagonia Enthusiasts
STIMULATION

16. EVENTA
AUTHORITY
PATAGONIA VS. COLUMBIA ENTHUSIASTS:
Are they the same?
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INDEPENDENCE

17. EVENTA
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CREATE UNBREAKABLE CONNECTIONS ACROSS YOUR
ECOSYSTEM
How to thrive in a challenger market key #3:

18. EVENTA
Insert Picture Here
THE VALUE
EXCHANGE
Audience attention
for in exchange for
experience,
content, message

19. EVENTA
The right insights
build strong
connections
between
brands &
humans
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HUMAN
ELEMENT
RIGHTCONTENT
RIGHTOFFER/
SOLUTION
RIGHTEXPERIENCES
STRONGCONNECTIONTOBRAND

20. EVENTA
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Case in point: Zelle®
HUGE CHOOSES RESONATE TO HELP LAUNCH ZELLE ®

21. Zelle®

22. The challenge.

23. Challenger.
Late entry to peer-to-peer payment category. Disrupting
long-standing consumer behavior with physical
payments (cash & checks).
Incumbent.
Owned by Early Warning, which is owned by 7 of the
largest banks in America. Money typically arrives in
minutes. Available in your banking app.
One brand, two challenges.

24. A landscape of distinct behaviors and needs.

25. Bank Zelle®
Modernity
& Technology
Recognition
& Security
The best of both worlds.

26. “Fast, safe and easy.”
Product attributes.
“Connecting people
through money like
never before.”
User values.
Rational and emotional benefits.

27. 1. Proprietary category research.
2. Proprietary brand research.
3. User experience testing.
4. Syndicated audience data.
5. Ad effectiveness testing.
6. Audience targeting & validation.
Data inputs.

28. Product development. Communications. Broadcast. Print &OOH. Social activation.
Branding. Digital launch. Experiential. Media partnerships.
2016. 2017. 2018.
Three years, 18 tracks of work.

29. Branding.

31. National TV.
Confidential & Proprietary

32. Print & OOH.
Confidential & Proprietary

33. Social activation.
Confidential & Proprietary

34. Media partnership.
Confidential & Proprietary

35. A success story.

36. 135M
Completed payments in
Q4 2018. Up 81% from
Q4 2017.
$35B
Payment value in Q4
2018. Up 61% from
Q4 2017.
By the numbers.
Source: Early Warning Services, LLC.

37. EVENTA
1. Build your brand for humans
2. Align with customer values
3. Create unbreakable connections across your ecosystem
3 Keys To Thriving In A Challenger Market

38. EVENTA
LEARN MORE
www.resonate.com/human