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The biggest distributer of iPads in Africa 27 Aug 2013 | 04:27 pm
In our second video post from Adam’s interview, Michael Jordaan, the CEO of First National Bank, explains how one idea led to string of subsequent ideas which resulted in FNB becoming the biggest dist...
How do you get to be the World’s Most Innovative Bank? 23 Aug 2013 | 06:16 pm
So a couple of weeks ago I posted about the overall approach Michael Jordaan and his team had taken at FNB. We’re going to show four slices of that interview over the next week, and the first of these...
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What Jeff Bezos knows and what challenger brands can learn from it. underdogeffect.typepad.com 23 Jul 2009 | 02:44 pm
Today, as you most certainly know, Amazon bought online shoe powerhouse Zappos for over $900 million. Pretty cool. Despite being the largest online retailer in the universe, Amazon has always kept an...
Challenger Brands Coming to the Forefront of Consumer Awareness one-x.com 13 Mar 2013 | 11:48 pm
A recent article in the Australian AdNews outlines a study of new consumer behaviors in response to advertisements produced by the “Big Four” banks. These ads are being labeled by consumers as “insinc...
Overthrow: 10 Ways to Tell a Challenger Story one-x.com 20 Mar 2013 | 02:14 am
Overthrow: 10 Ways to Tell a Challenger Story is a book which builds on 10 key business types dubbed as “challenger brands”, defined as those which have “ambitions that outstrip their available resour...
Challenger Brands, Relevance and Success blog.emanatepr.com 24 Jun 2013 | 05:39 pm
Matt Rose discusses why challenger brands are capable of achieving greater relevance among target audiences than established brands regardless of size, reach or marketing spend? Filed under: uncatego...
Why Adopt the Challenger Brand Mindset blog.emanatepr.com 24 Jun 2013 | 05:53 pm
Under threat from a challenger brand, established brands need to alter their mindset and approach to maintain relevance and protect their leadership positions. Filed under: uncategorized Tagged: chal...
Why Relevance Matters blog.emanatepr.com 24 Jun 2013 | 05:58 pm
Challenger brands demonstrate the power of relevance and can serve as a model for all brands to emulate. Filed under: uncategorized Tagged: challenger brands, relevance, relevance marketing, video
How Coke Won the Cola Wars forums.chiefmarketer.com 14 Aug 2013 | 12:02 am
Matthew Yglesias (Chicago Tribune-Digital Plus) Pepsi is a quintessential example of a “challenger brand” that’s seeking an edge against a dominant, iconic firm. Marketing has often emphasized the id...
Brand Wars : Pepsodent Vs Colgate marketingpractice.blogspot.com 21 Aug 2013 | 12:31 am
The August of 2013 saw the beginning of another war in the toothpaste market. Pepsodent, the challenger brand from HUL directly attacked the market leader Colgate with a high profile comparative adver...
The insurance challenge : Brands must face social media challenge proactively news-insurances.com 26 Aug 2013 | 01:43 pm
Brands must face social media challenge proactively if they want to strengthen their reputation. Millions of people have read the witty passenger complaint letter emailed to Virgin to complain about t...
The Art and Science of Creating Discomfort: What does a challenger brand need to do? pharmexec.findpharma.com 22 Aug 2013 | 09:00 am
To a marketer's initial effort to get health care providers to switch medicines they use to treat patients, comfort is the enemy. Marketing guru Al Topin describes how beyond creating discomfort, prom...
