challenger brands - strategies to make market leaders sweat

CHALLENGERBRANDS.

CHALLENGER BRANDS

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

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

CHALLENGER BRANDS

EXERCISE

CHALLENGER BRANDS

CHALLENGERBRAND 1 2 3 4 5 6 7 8

THE 8 CREDOS

• Intelligent naivety

CHALLENGER BRANDS

CHALLENGER BRANDS

“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

THE 8 CREDOS

• Intelligent naivety• Building a “lighthouse identity”

CHALLENGER BRANDS

CHALLENGER BRANDS

THE 8 CREDOS

• Intelligent naivety• Building a “lighthouse identity”• Become the thought leader

CHALLENGER BRANDS

CHALLENGER BRANDS

http://www.youtube.com/watch?v=czLTt2gtgfw

THE 8 CREDOS

• Intelligent naivety• Building a “lighthouse identity”• Become the thought leader• Create a symbol of re-evaluation

CHALLENGER BRANDS

CHALLENGER BRANDS

THE 8 CREDOS

• Intelligent naivety• Building a “lighthouse identity”• Become the thought leader• Create a symbol of re-evaluation• Sacrifice

CHALLENGER BRANDS

CHALLENGER BRANDS

“If you’re not pissing off at least 50 percent of the people, you are not trying hard enough” – Yvon Chouinard, CEO of Patagonia

THE 8 CREDOS

• Intelligent naivety• Building a “lighthouse identity”• Become the thought leader• Create a symbol of re-evaluation• Sacrifice• Overcommit

CHALLENGER BRANDS

CHALLENGER BRANDS

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

CHALLENGER BRANDS

http://www.youtube.com/watch?v=JR_naKxLEPc

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

CHALLENGER BRANDS

THE 8 CREDOS

Intelligent naivetyBuilding a “lighthouse identity”Become the thought leaderCreate a symbol of re-evaluationSacrificeOvercommitEnter popular cultureBe ideas-centred

CHALLENGER BRANDS

WHAT DOES THIS MEAN FOR SUITS?

These strategies of Challenger Brands can be applied to any brand with challenges

CHALLENGER BRANDS

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