Challenger brands: Forcing people to pick a side
Manage episode 435168213 series 3380698
What does a SaaS company, an airline and an oatmilk company have in common? They're challenger brands. And it can be a pretty powerful strategy you can take as a brand.
We run through real examples and much more
- (00:00) - Introduction
- (02:10) - Challenger Brands... what is it?
- (03:50) - Salesforce vs. Siebel: The Ultimate Challenger Brand
- (09:55) - Salesforce's Guerrilla Marketing Tactics
- (13:22) - Reflecting on Bold Marketing Ideas
- (15:12) - The Power of Brand Exposure
- (15:39) - Richard Branson's Guerrilla Advertising
- (17:28) - Virgin's Creative Marketing Tactics
- (19:00) - The Impact of Controversial Marketing
- (23:35) - Oatly's Environmental Challenge
- (26:54) - Drift's No Forms Movement
Sources
- Virgin Atlantic & the blimp
- Silverware on Virgin Atlantic
- Adam Robinson cease and desist on linkedin
- Dave Cancel Hypergrowth keynote
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