Archive for the ‘Monthly Newsletter’ Category

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 […]

Read More →

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 […]

Read More →

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 […]

Read More →

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,” […]

Read More →

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 […]

Read More →

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 […]

Read More →

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 […]

Read More →

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’ […]

Read More →

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 […]

Read More →

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 […]

Read More →

Email Marketing Terms Challenger Brands Should Know (Part 2)

March 7th, 2014 Written by

How Challenger Brands Should Use Google+

January 7th, 2014 Written by

According to HubSpot, nearly 50% of companies rate Google+ as important to their business. Just last year, 15% of marketers acquired a customer from this social channel. With 500 million […]

Read More →