Archive for the ‘Marketing Mistakes’ Category


Email Marketing Terms Challenger Brands Should Know (Part 1)

February 20th, 2014 Written by

To help you better understand the world of email marketing, we assembled a list of email terms you need to know. In Part 1, we will highlight marketing-specific terms, whereas […]

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Marketing Mistake #63: Being Satisfied with Customer Satisfaction

June 22nd, 2011 Written by

Challenger Brands subscribe to the theory proposed by Ken Blanchard and Sheldon Bowles in their book Raving Fans: A Revolutionary Approach to Customer Service. In the book, Blanchard and Bowles […]

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Marketing Mistake #9: Not Acting Outside the Box

June 8th, 2011 Written by

Thinking outside the box has long been in vogue. But what about “acting” outside the box? In his latest book, Poke the Box, author Seth Godin makes a case for […]

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Marketing Mistake #7: Confusing Brand Position, Brand Promise and Brand Message

June 1st, 2011 Written by

Challenger Brands know that a brand position is an expression of the value that their brand has in the mind of the consumer when compared to other brands. They further […]

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Marketing Mistake #40: Believing Celebrity Endorsements Are Cost Prohibitive

May 11th, 2011 Written by

According to a recent analysis from Starch Advertising Research, celebrity endorsements provide nearly a 10% lift in print ad readership, with boosts ranging from 7% for sports celebrities to 15% […]

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Marketing Mistake #76: Befriending Everyone

April 27th, 2011 Written by

The average Facebook user has 130 friends. Making friends on social networking sites can be very addictive. It’s not uncommon for individuals to have hundreds of “friends” or, more accurately […]

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Marketing Mistake #30: Not Hiring a CVO

April 13th, 2011 Written by

Challenger Brands instinctively realize the value that a Chief Values Officer (CVO) can bring to their organization. Because Challenger Brands operate in an authentic and transparent nature, the CVO offers […]

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Marketing Mistake #10: Always Doing Things Right

April 1st, 2011 Written by

All reputable companies strive to do things right. It’s hard to maintain a sense of order and consistency without some sense of direction. Typically, policies and procedures provide the guide […]

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Marketing Mistake #29: Becoming Fungible

March 16th, 2011 Written by

What would you prefer, a very large number of individuals aware of your brand or a fraction of that number accepting your brand? Challenger Brands can answer that question unequivocally, […]

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Marketing Mistake #52: Not Seeking Greatness – Part 2

March 2nd, 2011 Written by

In the previous edition we discussed the hierarchy of leadership theory espoused by author Jim Collins (Built to Last and Good to Great) and recounted the professional side of the […]

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Marketing Mistake #51: Not Seeking Greatness – Part 1

February 16th, 2011 Written by

As any follower of this column knows, we are fans of researcher and author Jim Collins (Built to Last and Good to Great) in that the qualities that “make up […]

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Marketing Mistake #70: Not Adopting Authenticity and Transparency

February 2nd, 2011 Written by

The corruption in the business world that ushered in the first decade of the new millennium resulted in a heightened consumer demand for a greater sense of honesty, sincerity and […]

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Marketing Mistake #47: Selling Logic Rather than Emotion

January 19th, 2011 Written by

We all know we can find a way to logically justify most any emotionally based decision we make. So why would we think that others would make decisions based primarily […]

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