Stage 1: Attitude and Preparation
The First Credo: Break with Your fast Past
Much of what has been written about brand management concentrates on soundbox over time - recognizing your brand equities, and maintaining them through your marketing activities.
This is in fact out-of-date thinking in the new-sprung(prenominal) marketing world. Challenger brands deliberately break with their own aways (if they have i) - they by choice reinvent key aspects of themselves in order to force fast reappraisal from the consumer. Sometimes this will take the form of harvest-feast reinvention or it dirty dog be simply something that breaks the tradition of the production category.
The vitality of inexperience
Many challenger brands be new and they are successful in its category. One question we might posit is that: how many of these successful challenger brands have role models to issue forth? Surprisingly, very few of these brands have one.
Role models. Every one knows that distinct product categories have their own set of ways to do business. However, consumers do not view it this way, they view all of these are the same; in other words, what consumer experienced in one category, they expect that the same or better experience can be found in another category.
Advantage of Inexperience
The gap amongst what experienced marketers feel and what the consumer feels is what we want to confine here. This gap in fact creates an advantage for inexperience marketers who are new to the category: it stimulates the inexperience sight to try new possibilities that the experience people afraid and cannot think of to try.
Thus, our first credo for challenger brands, is to tell goodbye to our past, even we are not new to the category [note: our aim is to be inexperienced].
Fire yourself
Not surprisingly, saying goodbye to our past is easier...
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