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Challenger Brands vs Disruptors

Challenger Brands vs Disruptors

Greg James

Greg James

March 29, 2018

How brands see themselves and how they require strategy to be framed accordingly, is of particular interest to me.

"Without that clarity, disruption can turn to chaos pretty quickly."

The Drum

By Greg James
Chief Strategy and Development Officer, Havas Media

March 29, 2018

 

Agencies discuss it in hushed tones, but the volume of pitches for new and retained business in 2018 looks like it could surpass the ‘Mediapalooza’ of 2015.

Last time out, many client contracts were awarded on a three-year rotation. We’ve therefore been preparing ourselves for this latest run of ‘review or renew’ and it’s been fascinating to witness key insights that have emerged from multiple RFPs and client discussions.

How brands see themselves and how they require strategy to be framed accordingly, is of particular interest to me.

Many brands define themselves as ‘challengers’ without really understanding the difference between a true challenger brand and simply not being a market leader.

How many times have you heard a client tell you that theirs is a ‘challenger brand’? (About as many as have told you they are “Just like mini – so democratic you never know who’s going to step out when the door opens…!…”) It’s become something of a catch-all when in fact, a challenger brand is a specific type of brand situation, with a specific set of behaviors.

Often, the success that brands hanker after most isn’t that of a challenger brand, but of a ‘disrupter’ instead.

In today’s disruptive times, almost every category has a raucous new entrant – and this is causing even more brands to feel ‘challenged’. But being a challenger and being a disrupter is different – and media plans and marketing behaviors for both show different types of behavior.

 

Read the full article here.

"Without that clarity, disruption can turn to chaos pretty quickly."

The Drum

By Greg James
Chief Strategy and Development Officer, Havas Media

March 29, 2018

 

Agencies discuss it in hushed tones, but the volume of pitches for new and retained business in 2018 looks like it could surpass the ‘Mediapalooza’ of 2015.

Last time out, many client contracts were awarded on a three-year rotation. We’ve therefore been preparing ourselves for this latest run of ‘review or renew’ and it’s been fascinating to witness key insights that have emerged from multiple RFPs and client discussions.

How brands see themselves and how they require strategy to be framed accordingly, is of particular interest to me.

Many brands define themselves as ‘challengers’ without really understanding the difference between a true challenger brand and simply not being a market leader.

How many times have you heard a client tell you that theirs is a ‘challenger brand’? (About as many as have told you they are “Just like mini – so democratic you never know who’s going to step out when the door opens…!…”) It’s become something of a catch-all when in fact, a challenger brand is a specific type of brand situation, with a specific set of behaviors.

Often, the success that brands hanker after most isn’t that of a challenger brand, but of a ‘disrupter’ instead.

In today’s disruptive times, almost every category has a raucous new entrant – and this is causing even more brands to feel ‘challenged’. But being a challenger and being a disrupter is different – and media plans and marketing behaviors for both show different types of behavior.

 

Read the full article here.

Greg's experience spans strategy, media, sponsorship, content, editorial and marketing for brands including Unilever, Nintendo, Vodafone & more.

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