Posts Tagged ‘branding’


If Your Brand Were A Famous Person, Who Would It Be?

August 3rd, 2016 Written by

Imagine your company as if it were a living, breathing organism with a personality and a set of attributes that distinguish it from any other business in your industry.


7 Elements of Great Challenger Brand Storytelling

November 5th, 2013 Written by

Everyone loves a good story. From Homer’s Odyssey to Superman: Man of Steel, we’ve been listening to stories for ages. A well-told narrative can capture the attention of listeners for […]

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Don’t Fall Into the Branding Trap

July 17th, 2013 Written by

Do you know the difference between branding and brand development? This is where many Challenger Brands make a potentially fatal mistake and fall into the branding trap. Here’s the critical […]

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How Should a Challenger Brand Market Itself?

December 10th, 2012 Written by

By now you know, it’s no secret, Gumas specializes in Challenger Brand Marketing®. Though you may have heard the term before, do you know exactly what a Challenger Brand is? […]

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The 7 Keys to Challenger Brand’s Success

May 1st, 2012 Written by

Years of working with Challenger Brands have taught us valuable lessons about how to most effectively compete against better resourced marketers. We have been able to boil down our learnings […]

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Deadly Marketing Mistakes for Challenger Brands

April 17th, 2012 Written by

There are many ways your marketing plan can go wrong. So, what can you do to make sure that your marketing efforts are generating the greatest exposure and return on […]

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Have You Discovered Your Real Brand of Distinction?

March 19th, 2012 Written by

Every Challenger Brand has a unique brand of distinction. It is the core essence of your organization. It is the collective sum of all the history, emotions, perceptions and stereotypes […]

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5 Things Challenger Brands Must Do to Be Successful

March 5th, 2012 Written by

Challenger Brands are companies of any size or industry that are either being outspent by larger competitors, are new to an industry, compete in large or cluttered markets or for […]

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Is it time to audit your marketing strategy?

January 4th, 2012 Written by

As we begin a new year, this is the ideal time for Challenger Brands to consider an objective audit of your marketing strategy and performance. We all get caught up […]

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The 5 Most Common Marketing Mistakes

November 15th, 2011 Written by

As we all know, there are many ways your marketing plan can go wrong. So what can you do to ensure that your marketing efforts are generating the greatest exposure […]

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What’s in a Tagline?

September 15th, 2011 Written by

Anyone who has ever gone through the experience of developing a company tagline knows just how difficult this process can be. How do you deliver a memorable message in a […]

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Are Your Customers Laughing Behind Your Back?

August 15th, 2011 Written by

Have you ever looked through a magazine and come across an ad that just looked bad? We all have. Now, as advertising agencies and professionals, have you ever wondered what […]

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8 Steps to Writing the Perfect Marketing Plan

June 1st, 2011 Written by

The ideal marketing plan needs to be a living, breathing and customized document. It is the single document that is at the core of all of your marketing objectives, strategies […]

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