i couldve been a contender branding like a challenger
DESCRIPTION
How can you take on a category leader when you're a new brand or you have a fraction of the share? Not by being like them, but but being different. How to think and be like a challenger brand, and how to bring this alive in your strategy, design and amplification.TRANSCRIPT
Icould’vebeenacontender…
ThinkingandBeinglikeaChallenger
ByBiancaCawthorne
Whereveryouhavealeader…
…youhavesomeonewantingyourposition
“Successmeansneverle.ngthecompe44ondefineyou.Insteadyouhavetodefineyourselfbasedonapointofviewyoucaredeeplyabout.”
TomChappell,Tom’sofMaine
Leadersinthemarket
Reassure
Reinforcethestatusquo
Paternalis4c
Consumer‐centric
Leadersprovideconsumerswith…
Simplicityofchoice
Reassuranceofscale
Easeofaccess
Reliability
Trust
AdamMorgancoinedthephrase‘ChallengerBrand’
challengevb.1. toinviteorsummontoacontest2. tocallintoquestionordispute3. tomakedemandsonorstimulate4. tolayclaimto5. toquestionastatementorfact
Whatdoeschallengermean?
So,itmeansthelittleguyagainsttheBigGuy…
challengevb.1. toinviteorsummontoacontest2. tocallintoquestionordispute3. tomakedemandsonorstimulate4. tolayclaimto5. toquestionastatementorfact
Lookat#5…
Challengersareabletosucceedagainstadominantleaderbyquestioningtheirleadership&strategy
VS
VS
VS
ChallengerstakeadifferentstancetoLeaders
CategoryLeaders Challengers
Disrupt
ChallengetheStatusQuo
AdulttoAdult
Brand‐Centric
Reassure
Reinforcethestatusquo
Paternalis4c
Consumer‐centric
Sometimetosucceed,youneedtoactlikea
ChallengerBrand
NotaFollowerBrand
Wecannotbeatthe#1inyourcategorybybeinglikethem
CreatingChallengerBrands
WhatyouneedtodotodevelopaChallengerbrand
1. Youneedadifferentapproachtothemarketleader‐butyoudon’talwayshavetobreaktherulesofthecategory
2. Itisn’taboutbeingprovocativeforthesakeofit…youneedtohaveagroundedbrandidea
3. Youneedtostudybrandsoutsidethiscategory
4. YouneedtostudytheChallengersinthosecategories
Therearedifferentwaysthatyoucanchallengetheleadersinacategory
Ra4onal
Emo4onal
PlaybyRules
BreakRules
VirginAtlan+cStooduptoBAbybeingbeOerthan
theminpriceandservice
DysonChallengedtherulesofvacuum
cleanercategoryandmadeabeOerproduct
MastercardCompetedwithVisabyprovidinga
moreemo4onalvoiceinafunc4onalcategory
Persil/OmoChallengedtherulesofthelaundrycategorybyfocusingontheposi4ve,
ratherthanthenega4ve
VirginAtlantic–Wecutfaresnotquality
Demonstratedclearvaluesofqualityserviceandaprecise,entrepreneurialimage‐valuesthatcouldmaintainconsumerloyalty,eveninapricewar.
Thefirstairlinetotellthetruthaboutlong‐haulflying,anddosomethingaboutcorrec4ngitsinherentdiscomfortandboredom.
Mastercard‐SomeThingsinLifearePriceless
MastercardlauncheditsPricelesscampaignin2003asabidtodifferen4ateitselffromVisa,takingamoreemo4veposi4oningthatreflectedanew,lessostenta4ous,approachtowealth.
Thecampaign’smessagesconnectedmoredeeplywithconsumerstosuchanextenttheyspreadvirallyandwereevenparodied,givingconsumers(andthebanks)thesocialconfidencetheyneededinordertotrustMastercard.
Dyson‐DysonisDifferent
BeforeDyson,consumersdidn'tpaymuchaOen4ontovacuumbrandsorfloor‐caretechnology.Thecategorywascloggedwithbrands,andyearswithoutmeaningfulinnova4onledtoamarketfloodedwithcheap,inferiorvacuumproductsthatpushedaveragepricesdown.
Dysonrevolu4onizedandreshapedthevacuumcategorybydevelopingtrulyinnova4veproductsthatsolvedproblemsthatconsumersthoughtwouldbepartofvacuumcleaningforever.
Persil/Omo‐DirtisGood
ThebrandideaofDirtisGoodbecameacentralpartofcommunica4ons.Dirtyclothesdemonstrateyourchildiscurious,crea4ve,exploring.Persil’spatentedtechnologygivesyourchildthefreedomtogetdirty,safeintheknowledgethatthebrandcanremovestainseasily.
Persilchallengedthecategorynormthatmostpeoplethinkthatdirtyclothesare‘bad’andthatwashingclothesisa4resomechore:childrenareannoyingwhentheygetclothesdirty‐butmumsdon’twanttoholdchildrenback
DesigningChallengerBrands
HowdoChallengerBrandsusedesign?
• Tomakeapowerfulstatementaboutwhotheyare
• Toshowcasetheirrevolutionaryattitudeandbehaviour
• Todramatisetheirbigdifferencefromalltheothers
• Tocreatenewcodesanddefineanewlanguageandaesthetic
• Tosetanewstandardforotherstofollow
Crea4nganEngagingPersonality
BeingDifferenttotheRest
MarryingFunc4onandAesthe4cs
SimplifyingComplexCategories
ChallengingDesignParadigms
BringingtheBrandtoLife
BringingChallengerBrandstoLifeBeyondthePack
“Wedon’thavealotofmoney,sowearegoingtohavetothink”
BillBernbach
PersonalserviceatPret…throughtopersonalcommentcards
BurgerKing‘HaveitYourWay’…Ondoorstickers
…andonparkingspaces
Dieselirreverence…Onofficeartwork…
…andonofficetables
Puccino’spersonality…Oncoffeecups
…andonsugarsachets
Innocent’squirkiness…ondistributionvans…
…andonpromotionalpacks
WhatwouldyourGeniusBarlooklike?
BiancaCawthorne
ButterflyLondon46BrookRoadStMargaret‘sTW11JE
M:+44(0)7866806367(UK)M:+971(0)552887614(UAE)[email protected]
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