TVLowCost’s 10 RULES for Successful Challenger Brands
1. BREAK FREE … seriously out-gunned by competitors in marcoms spend and vulnerable to adverse Trade manipulations, Challenger Brands [CB’s] get trapped. Profiles too low and left clinging on to shifting Distribution, they often then spend too much of their limited funds on ATL/other integrated activities that “tread water” only. Not good enough; get out of there!
2. WORK HARDER … when the going gets tough, the tough get going, right? In or out of recession, CB’s must toughen up and out-think, out-smart, out-manoeuvre key competition. On every level. Doing what the competition does with less spend doesn’t get anywhere. Raise Saliency by being ubiquitous.
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