Establishing a brand and making is known as well popular is a touch task unless you have a unique offering. Econsultancy columnist Lori Goldberg has offered four strategy tips to help brands market themselves.

Goldberg says, “Challenger brands have always existed, however, the label is new.

But “challengers” are more than just an underdog category of brands trying harder to topple their market leader.

Being a challenger brand is a markedly different approach to running a company. Like breakout brands, stalwart brands, startups and legacy brands, challenger brands must operate within prescribed constructs.

Labels be damned, let’s stop trying to put challengers in a box and take a closer look and how they can better position themselves for success in competitive markets. If you think you might be a challenger brand, consider these tips for your marketing plan:

Partner with like-minded challenger brands with similar goals

As a challenger brand, understand that you are not alone. While legacy brands may be threatened by co-op partnerships and alliances with smaller brands, partnerships are the currency of challenger brands”.

Marketing a challenger brand: Four strategy tips

Econsultancy

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