Archive for the ‘Marketing Mistakes’ Category


Marketing Mistake #22: Overlooking Values in Promoting Values

January 5th, 2011 Written by

Many companies produce excellent products offering substantial value to their customers and prospective customers. That value connection with those customers can be an extremely strong draw. Yet those same companies […]

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Marketing Mistake #73: Overlooking the Value of Psychographics

January 3rd, 2011 Written by

Challenger Brands realize we no longer exist as simply neighborhoods, cities, states or even a country of consumers. The Internet has clearly established the entire world as a community of […]

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Marketing Mistake #64: Not Appropriately Delegating the Brand

December 8th, 2010 Written by

Developing a sustainable brand takes much more than the efforts of a single visionary. It takes a team of visionaries. To paraphrase author Jim Collins (Good to Great) it’s not […]

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Marketing Mistake #30: Not Capitalizing on Your Brand’s DNA

November 29th, 2010 Written by

Challenger Brands realize that brand is not about a product, no matter how loudly the product development folks may try to lay claim. Challenger Brands realize that brand is not […]

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Marketing Mistake #8: Overlooking the “Me-Too” Approach to Brand Superiority

November 12th, 2010 Written by

One of the basic tenets of marketing is “find a need and fill it.”  Another tenet is find a need that is already being full-filled and improve on the offering.  […]

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Marketing Mistake #45: Not Feeding the Chain Reaction

October 27th, 2010 Written by

Shocking as it may be to hear, your customer’s focus is on his customer not your company or your product or service. In the demanding world of sales and marketing […]

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Marketing Mistake #67: Seeking Brand Awareness

October 13th, 2010 Written by

Don’t misunderstand us, brand awareness is a good thing, especially when it is meaningful brand awareness.  That’s what sets challenger brands apart. Challenger brands are not competing for mere brand […]

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Marketing Mistake #55: Not Appreciating the Difference Between Social Networking and Social Media

September 29th, 2010 Written by

All too frequently, companies confuse social media marketing and social networking as being one in the same.  Challenger Brands recognize the subtle yet vast difference between the two and capitalize […]

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Marketing Mistake #16: Not Including Retargeting in Your Online Strategy

September 15th, 2010 Written by

A prospective buyer visits your website, spends a minute or two investigating and then drifts away.  You want them to revisit your site, but how do you make that happen? […]

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Marketing Mistake #26: Believing You Can’t Reach the C-Suite Online

September 1st, 2010 Written by

Ordinary companies have bought into the belief that you can’t reach C-level executives through online communications.  Challenger Brands know that there is simply no truth to that common misperception, but […]

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Marketing Mistake #49: Not Leveraging Technology

August 18th, 2010 Written by

Imagine for a moment it’s the early 1950s and you’re the CMO (or senior-most marketing executive of the day) at Colgate-Palmolive Company.  You’re about to invest tens of thousands (millions […]

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Marketing Mistake #33: Not Putting All Hands on Deck

August 4th, 2010 Written by

Challenger Brands realize that brand identity and business promotion are now the domain of every dedicated employee.  That’s why Challenger Brands encourage their employees to participate in the promotion of […]

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Marketing Mistake #15: Not Participating Online

July 21st, 2010 Written by

Challenger Brands recognize that regardless of what their company offers, there are dozens if not hundreds of forums or message boards that are germane to them, and participation is critical. […]

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