Download - Disruptive Challenger Brand Names
Disruptive Challenger Brands
Me-too names or a name that sets them apart
By Robert Moss LinkedIn
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.
British Airways Air-France-KLM
Airlines
British Airways Air-France-KLM
Virgin Atlantic
Airlines
Ice Cream
Baskin Robbins Breyer’s Store Brands
Baskin Robbins Breyer’s Store Brands
Haagen Dazs
Ice Cream
Baskin Robbins Breyer’s Store Brands
Haagen Dazs Ben & Jerry’s
Ice Cream
Chevrolet Ford Dodge
Domestic Economy Cars
Chevrolet Ford Dodge
Saturn
Domestic Economy Cars
Mercedes-Benz BMW Cadillac
Luxury Cars
Mercedes-Benz BMW Cadillac
Lexus
Luxury Cars
Mercedes-Benz BMW Lexus Audi
Luxury Cars, Another Look
Mercedes-Benz BMW Lexus Audi
Tesla
Luxury Cars, Another Look
Smirnoff Stolichnaya Finlandia
Vodka
Smirnoff Stolichnaya Finlandia
Absolut
Vodka
Coffee Tea Coca-Cola Pepsi Cola
Energy Drinks
Coffee Tea Coca-Cola Pepsi Cola
Red Bull
Energy Drinks
Red Bull Monster Rockstar Amp NOS
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.
Energy Drinks, Another Look
My client’s competitors
Note: I’ve removed my client’s information to keep confidentiality.
Use your client’s information instead.
My Client’s Category
My client’s competitors
My client’s current name
My Client’s Category
Note: I’ve removed my client’s information to keep confidentiality.
Use your client’s information instead.
Nobody counts the number of ads you run; they just remember the impression you make. - Bill Bernbach
By Robert Moss
Gibson Les Paul photo by Eric Murray