Posts tagged focus
Beware... the Ring of Fire

How not to build your challenger business 

 

The tell-tale signs of a digital challenger brand in trouble are usually unmistakable: sales growth is triple-digit-stellar, margins are high, ROIs are dizzyingly positive – and more often than not the business can boast of delivering all this while remaining just about profitable, too. Conventionally this might be judged a spectacular report card, prompting investors to queue around the block. However peer one level deeper, and chances are the Lookalike Devil may have been doing his ugly worst.

Post Category: HOW

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The Packaging Pickle

Why physical and digital retail shelves demand fundamentally different brand executions 

Just how to stand out amongst the 40,000 products stocked by the average supermarket is a problem that is well understood - if not consistently well addressed - by the design conjurers of Big Brands the world over… The woe for insurgent challenger brands is that most of the design rules that make packaged brands win on the physical shelves of Wal-Mart achieve the opposite on the digital shelves of D2C ecommerce.

Post Category: HOW

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Zippy, Lithe and Disposable

Why turning new product development on its head is the challenger way

 

Back in the inebriated days of 2003, when Yahoo ruled search and Myspace was all the rage, technology products were mostly developed like the Pyramids of Giza: grand designs springing from a founders’ visionary foresight, long in planning and epic in the build. Fast forward to the present, and it’s widely accepted that grand designs and waterfalls are not the way to build technology products that consumers love. Remarkably, the same is emerging as the knock-out model for challenger brands in consumer goods.

Post Category: HOW

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Weniger ist Mehr

Why 3 German words are the only challenger brand strategy you’ll ever need

 

Ludwig Mies van der Rohe was a famously difficult man to get along with. Arguably one of the finest architects of all time, he was cantankerous, mercurial and intimidatingly bejowelled, forever blowing plumes of thick smoke from one of his beloved Cuban Robustos.  Other than a string of exquisite buildings, he gifted mankind an enduringly poignant insight, delivered with fitting clarity: “Weniger ist mehr”, he bellowed, “Less is more”.

Post Category: HOW

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