A brand’s attitude can make more of an impact than size, reach or budget, thedrum.com reports.
Following on from the success of such success stories as Innocent, BrewDog and Tyrrells, marketing blogger Katie McQuater noted that these so-called “challenger brands” do not need the budgets of their more established competitors, but instead need a strong personality and a way for this to reach the public.
Crisp manufacturer Tyrrells was commended on its content marketing approach, which saw the brand foster a very vocal group of fans, spreading the brand name by word of mouth.
BrewDog, on the other hand, started to push the boundaries with its marketing approaches, looking at unique ways in which brew and promote beer, with its label wording bringing on new fans but also causing a wave of controversy.
Elsewhere, smoothie maker Innocent was one brand set aside for special praise, as it was virtually unknown back in 2005, but through a clever and playful brand image, it now commands 75 per cent of the UK smoothie industry and was sold to Coca-Cola in a multi-million pound deal.
Marketing author Adam Morgan was cited by inooz.co.uk as commenting: ”Challengers have always had very limited communication budgets and have always had to rely on very different ways to engage with consumers.
“The vital difference is how they reframe the way they think about what media they have at their disposal. Look at Innocent’s (now much replicated) strategy to use packaging, delivery vans, and in-store display.”