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Challenger brands: Forcing people to pick a side
Manage episode 435168213 series 3380698
Вміст надано Mikkel Plæhn. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Mikkel Plæhn або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
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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This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.
That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.
***
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