Category: Brand Basics

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8 Lessons for Challenger Brands From the Top 100 Global Brands

(Reading Time: 4 minutes)

Earlier this week, WPP and Millward Brown released the annual “BrandZTM Top 100 Most Valuable Brands Ranking.” The news this year is that Apple jumped Google for the #1 spot; the top ten is rounded out by Microsoft, IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald’s and Marlboro. (The press release, with links to more information, can be found here.)

The Top Ten – according to Millward Brown.

Such lists can serve merely as conversation-starters, like discussing with your friends the top five live albums of all time.*** But for those of us who didn’t make this ranking, there’s much to be learned. Below, I offer eight lessons, inspired by this list, that challenger brands can apply. Continue reading “8 Lessons for Challenger Brands From the Top 100 Global Brands”

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Two Rules for Winning for Challenger Brands

Two rules for winning for challenger brands

(Reading Time: 4 minutes)Most brands are challenger brands. Probably yours.

It’s not just a matter of share. If you have fewer resources than your competitors, you’re a challenger brand. You might have a smaller budget. Lower awareness. A short-handed sales team. Or all of these, plus a few things I haven’t listed, you lucky devil.

I’ve been fortunate to work on challenger brands for my entire career, in both brand management and consulting. I say “fortunate” because victory is sweeter when you come from behind, or when you achieve more with less.

Around 20 years ago, I was the brand manager of Airheads candy. At the time, our two largest competitors, Skittles and Starburst, outspent us by about 20 to 1. Despite this, we tripled our sales in less than five years. And we launched what became the fastest-selling non-chocolate single in the country. (The Airheads 6-bar package can still be found near cash registers today.)

The lesson I learned early: Continue reading “Two Rules for Winning for Challenger Brands”

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Dove, Bud and the Quest for Real Brand Values

(Reading Time: 4 minutes)Budweiser debuted one of this year’s most-discussed Super Bowl ads. Called “Brewed the Hard Way,” it’s still running. I saw it twice on CBS yesterday.

In this spot, Bud declares, in screen-filling block text, that it’s “proudly a macro beer.”

“It’s not brewed to be fussed over,” the text announces, as a bearded, bespectacled hipster inhales deeply from a tulip glass filled with a stout-like brew. “It’s brewed for a crisp smooth finish.”

“It’s brewed for drinking, not dissecting,” it continues. We see more hipsters, this time sampling a beer flight.

“Let them sip their pumpkin peach ale,” it proclaims. “We’ll be brewing us some golden suds.”

Why the broadside against craft brews and those who drink them? Continue reading “Dove, Bud and the Quest for Real Brand Values”

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Make 2015 a Year of First Principles

First Principles Challenger Brands Emerson

(Reading Time: 3 minutes)“As to methods there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble.”

~ Ralph Waldo Emerson

I once came across a website that sold manuals for creating Unique Selling Propositions (USPs) to small businesses. Among the preposterous sales claims for this manual was the following: Continue reading “Make 2015 a Year of First Principles”

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“Would You Rather Have a Better Brand or Better Product?”: A Response to Al Ries

Better Brand or Better Product Al Ries

(Reading Time: 3 minutes)Recently, marketing guru Al Ries published a piece in Advertising Age, with his thesis right there in the title:

“Having a Better Brand Is Better Than Having a Better Product”

Here are a few excerpts from Mr. Ries’ piece:

There are no facts. Everything in life is “perceptions.” There are no superior products. There are only superior perceptions in consumers’ minds.

What else do we know about perceptions? They are very difficult to change. Once a person holds a strong perception about a specific brand, it’s extremely difficult to change that perception. Continue reading ““Would You Rather Have a Better Brand or Better Product?”: A Response to Al Ries”

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Dirty Marketing Tricks

(Reading Time: 3 minutes)Three weeks ago, I received an email from a local business publication I subscribe to. The subject line read:

“Action Required on Account No. ###”

The body of the email included the following copy (all caps theirs):

“Your print and digital access will expire if you don’t ACT NOW!”

“Don’t let your subscription end! RENEW IMMEDIATELY!”

Screen Shot 2014-09-05 at 2.32.59 PM
Part of the offensive email.

Continue reading “Dirty Marketing Tricks”

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“Social Weather,” by the Weather Channel

(Reading Time: 2 minutes)Like thousands of people, I use the Weather Channel app for iPhone. This morning, my Weather Channel app looked like this when I opened it:

Weather Channel App Main

A concise summary of the current weather, with a rotating picture of Chicago as the backdrop. Nice.

Recently, the Weather Channel app introduced a feature called “Social Weather.” At the same time this morning, it looked like this: Continue reading ““Social Weather,” by the Weather Channel”

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Observations From the Sweets & Snacks Expo

Observations From the Sweets & Snacks Expo

(Reading Time: 4 minutes)Last week, the Sweets & Snacks Expo, the country’s largest confections trade show, was held here in Chicago.

It struck me that I’ve been attending candy trade shows for 22 years now (oof!): Since starting my career managing the Airheads brand, then overseeing brands like Trolli and Brach’s, and consulting with several confectionery companies.

While walking the Sweets & Snacks Expo show floor, I made a few observations, all applicable well beyond the world of candy: Continue reading “Observations From the Sweets & Snacks Expo”

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Facing Goliath? Pick a New Target.

Facing Goliath Pick a New Target

(Reading Time: < 1 minute)Almost every industry has its Goliath – its Walmart, its Amazon, its Home Depot.  And once a Goliath emerges, challenger brands generally react in one of two ways: Fatalistic resignation or invigorated creativity.

This morning, NPR ran this piece about New York City’s Posman Books, the rare independent bookseller that’s actually growing.  They’re doing it by tailoring each store to the needs of its consumers.  The Grand Central store is very different from the Chelsea location. Continue reading “Facing Goliath? Pick a New Target.”