August 20, 2024

Challenger brands: Forcing people to pick a side

31 minutes

What does a SaaS company, an airline and an oatmilk company have in common? They're challenger brands. And it can be a pretty powerful strategy you can take as a brand.

We run through real examples and much more

(00:00) - Introduction

(02:10) - Challenger Brands... what is it?

(03:50) - Salesforce vs. Siebel: The Ultimate Challenger Brand

(09:55) - Salesforce's Guerrilla Marketing Tactics

(13:22) - Reflecting on Bold Marketing Ideas

(15:12) - The Power of Brand Exposure

(15:39) - Richard Branson's Guerrilla Advertising

(17:28) - Virgin's Creative Marketing Tactics

(19:00) - The Impact of Controversial Marketing

(23:35) - Oatly's Environmental Challenge

(26:54) - Drift's No Forms Movement

Sources

Virgin Atlantic & the blimp
Silverware on Virgin Atlantic
Adam Robinson cease and desist on linkedin
Dave Cancel Hypergrowth keynote

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This episode is brought to you by Growblocks. Finding and fixing problems in your GTM shouldn't take weeks. It should happen instantly.

That's why Growblocks built the first RevOps platform that shows you your entire funnel, split by motions, segments and more - so you can find problems, the root-cause and identify solutions fast, all in the same platform.

***

Connect with us

🔔 LinkedIn: Toni / Mikkel

✉️ Newsletter: revenueletter.substack.com

📺 Watch: https://www.youtube.com/@growblocks
💬 Contact: [email protected]

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By Toni Hohlbein & Raul Porojan

88 ratings

August 20, 2024

Challenger brands: Forcing people to pick a side

31 minutes

What does a SaaS company, an airline and an oatmilk company have in common? They're challenger brands. And it can be a pretty powerful strategy you can take as a brand.

We run through real examples and much more