The Rev-Up Sales Podcast

Episode 038: Challenger Brand Marketing

alex mcnaughten brand marketing challenger challenges companies craig alexander interview podcast sales small businesses startups Jul 27, 2023

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Welcome to the Rev Up podcast! Today, we have a fascinating guest with us, Craig Alexander from Gumas Advertising, a San Francisco-based marketing agency dedicated to serving challenger brands. They've trademarked the phrase "Challenger Brand Marketing" and recently authored a book on the topic.

But what exactly is a challenger brand? Well, it's anyone who's not number one in their category, and they often find themselves up against competitors with bigger budgets and greater resources. In this episode, we explore how challenger brands can take on industry giants and succeed in their market.

Craig is a seasoned veteran of the branding, advertising, and marketing industry. With over 30 years of experience, Craig has worked with some of the most well-known accounts in the world, such as Microsoft, Sony Pictures, Carl’s Jr., Esurance, NASDAQ, The Walt Disney Co., AOL, and The Miller Brewing Co.

Craig is a world-renowned authority on Challenger Brand Marketing and co-author of the book “Challenger Brand Marketing” which describes how challenger brands can effectively develop marketing strategies to take on their larger competitors. 

In this episode, Craig emphasises the importance of understanding your buyer on an emotional level. To achieve this, his agency conducts in-depth research, engaging with both current and potential customers. The responses from these interviews are then analysed to develop a compelling messaging strategy that connects with the target audience.

When it comes to startups, Craig offers valuable insights as well. Even if a startup doesn't have customers yet, they can learn from competitors and potential users to shape their approach. The emotional appeal remains the key to crafting an effective marketing message, as it connects with people on a human level.

As we delve deeper into the marketing side, Craig sheds light on how challenger brands can effectively get their message out there. It's all about targeted digital media that allows prospects to click and engage immediately. Billboards and traditional ads take a backseat as the focus shifts to online platforms and digital interactions.

The challenge is standing out in a crowded space. Craig believes that the right messaging is crucial in grabbing attention and inspiring action. By understanding the emotional needs of the prospects, challenger brands can create impactful taglines and elevator pitches that resonate with their audience.

So, if you're a business facing tough competition or a startup aiming to disrupt the market, this episode is a must-listen. Learn the secrets of successful challenger brand marketing, and discover new sales tactics to elevate your performance.

Join us as we explore the world of business-to-business selling and tap into the minds of fascinating people from diverse backgrounds. Tune in to the Rev Up podcast to rev up your marketing strategies and drive your sales to new heights. Don't miss it!