Posts Tagged ‘branding’


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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5 Ways to Make Your Tweets Better

May 2nd, 2011 Written by

It seems everyone is Tweeting these days. Although Twitter, as a social media tool, is well entrenched in the market, many business professionals with whom we speak are still trying […]

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6 Tips to Transform your Website from Good to Great

April 4th, 2011 Written by

If your website still looks and acts like an online brochure, then chances are you’re not maximizing one of the greatest marketing opportunities available to your organization. Website strategies have […]

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5 Tips for Developing a Great Elevator Pitch

February 1st, 2011 Written by

Whether you are talking to existing customers or prospects, everyone in your organization is selling your company at every moment of the day. But how many of your employees know […]

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Time for a Marketing Check-Up?

January 3rd, 2011 Written by

As we enter a new year, we believe its always a good idea to reflect back on your marketing and advertising programs to see what worked, what didn’t and what […]

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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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Are Your Employees Eroding Your Brand?

November 1st, 2010 Written by

We recently finished taking a client through our trademarked Challenger Brand Discovery process. At the end of the process, our client wisely commented that although this was the end of […]

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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 #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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Marketing Mistake #27: Acting Like an Advertiser

July 7th, 2010 Written by

Sure, traditional interruption marketing still has its place.  But rarely do Challenger Brands have the resources available to conduct the type of sustained print, broadcast or out-of-home advertising campaigns that […]

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Five Keys to a Great Corporate Identity

July 1st, 2010 Written by

It’s called your corporate identity. Others call it a logo. But whatever you call it, you can never overestimate the critical importance of a powerful corporate identity. It’s one of […]

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