Welcome to the Gumas blog.

“Dear Gumas” – Volume 1

May 5th, 2015 Written by

Like most full-service advertising agencies, we receive lots of random calls and emails from well-meaning marketers looking for some quick advice and “simple” answers to various marketing questions. We thought […]

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“What’s In It For Me?” – The Value of a Value Proposition

April 8th, 2015 Written by

Most marketers think of their business as an organization of great features. “We offer only the finest USDA Choice steaks from 100% grass-fed cows.” “Our Certified Pre-Owned Vehicles go through […]

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What Do You Want to Be Famous For

March 10th, 2015 Written by

Forgiving the grammatically incorrect title (“For what do you want to be famous,” just doesn’t carry the same caché); if you could only be known for one thing, what would […]

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Non-Profits are Challenger Brands, Too.

February 11th, 2015 Written by

Winston Churchill famously once said, “We make a living by what we get, we make a life by what we give.” With this in mind, many of us dedicate a great […]

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To Know Thy Competitor is to Know Thyself

January 9th, 2015 Written by

We chat with many organizations who are looking to build their marketing programs and through our initial discovery, we often ask them to tell us a little bit about their […]

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What’s In A Challenger Brand Name?

December 3rd, 2014 Written by

In act two, scene two of Shakespeare’s Romeo and Juliet, Juliet asks the enduring question, “What’s in a name? That which we call a rose, by any other name would […]

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You Might be a Challenger Brand If…?

November 5th, 2014 Written by

With apologies to Jeff Foxworthy, who has made a nice career out of pointing out, “You might be a redneck if…you think ‘loading the dishwasher’ means getting your wife drunk,” […]

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Why Challenger Brands Need Taglines?

October 8th, 2014 Written by

When you hear, “Don’t leave home without it,” you know we’re talking about American Express. When you hear, “The breakfast of champions,” you know it’s all about Wheaties. And, when […]

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Can A Mascot Bring Your Challenger Brand to Life?

September 10th, 2014 Written by

Think your brand might be a little tired, somewhat stale, too 2-dimensional? Need a shot of marketing adrenaline, a double brand espresso, some positioning glucuronolactone? Perhaps you need to bring […]

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What is Your Brand Essence?

August 14th, 2014 Written by

When Michelangelo carved his iconic statue of David, people would ask him how he created such a masterpiece. The Italian Rennaisance artist would respond, “I saw the angel in the […]

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Why Challenger Brands Love “Gorilla” Marketing

July 10th, 2014 Written by

If you’ve been following Gumas for any amount of time, you are no doubt familiar with our use of the 900 lb. Gorilla as the iconic representation of our clients’ […]

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The Importance of Company Colors for Challenger Brands

June 18th, 2014 Written by

In a recent new business meeting with a prospective client, a classic Challenger Brand, we asked the CEO what were their company’s corporate colors.With a saddened, but resolute look, the […]

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5 Blogging Tips for Challenger Brands

April 15th, 2014 Written by

Blogging is one of the most valuable tools that Challenger Brands have to engage with customers and ultimately build credibility. If you’re not blogging, it’s time to get started. A […]

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