What Are Challenger Brands and Why Do They Matter?

A challenger brand is defined as a brand that turns its industry upside down. What other characteristics do challenger brands have? And why do they matter?

How to Build a Startup Brand that Stands Out in the Industry

As a young and entrepreneurial startup brand, there are a few things you need to do to stand out in your industry and to build a brand that lasts.

David and Goliath – Marketing for Challenger Brands and Underdogs

It’s tough to be the smaller brand in the industry. The tale of David and Goliath shows that challenger brands can create a strong position in the market.

Research Shows the Most Effective Advertising Focuses on Emotion

After analyzing 1400 case studies, the Institute of Practitioners in Advertising (IPA) found the most effective advertising campaigns focus on emotion.

A Case Study of Sainsbury’s Try Something New Today Campaign

Sainsbury’s ‘Try Something New Today’ advertising campaign helped them make £2.5 billion in extra revenue. This is the case study of how they did it.

The Law of Leadership – It’s the Most Fundamental Law in Marketing

Marketing is not a battle of products and services. It’s a battle of perceptions. If you want to be a leader in your market, consider the Law of Leadership.

The Jam Experiment – How Choice Overload Makes Consumers Buy Less

Research has shown that an overload in choices leads consumers to buy less, not more. And in certain situations, fewer choices actually help to boost sales.

On Twitter as a Potential Tool for Great Customer Service

67 percent of people turn to social media for support. And when it comes to customer service, there is not a greater tool than Twitter.

On the Difference Between Seeing Things in Perspective and in Practice

From a certain perspective, many ads make sense. In practice, on the other hand, we sometimes see the opposite. This cartoon reflects this idea perfectly.

On Selling The Matrix and the Promise of a Future State

The Wachowski brothers asked for $80 million to produce The Matrix. Warner Bros. gave them $10 million. They cleverly used it to bring the series to live.

Inspiration and Insights

On advertising and marketing