An excellent arrival on Challenger brands in this months Marketer magazine.
Basically, the message is about the larger Challenger brands such as Tyrells v Walker, Virgin Atlantic v British Airways.
The key attribute for a Challenger brand is the ability to react quickly to changing consumer tastes. To be more innovative in product development and speed to market. To use innovative and low cost tools such as social media to deliver the message.
Most of the companies that we, at RFM, deal with are Challenger brands and often in a business to consumer markets. It is all about being different and standing out from the crowd. So when the world is zigging, try to zag
For more information on how to be different and get noticed in your marketplace, contact russ@rfm.co.uk.