According to Wikipedia and taken from a variety of business books and articles, “A challenger brand is a brand in an industry where it is neither the market leader nor a niche brand. Challenger brands are categorized by a mindset which sees they have business ambitions beyond conventional resources and an intent to bring change to an industry.”
Ever since Amazon purchased Whole Foods in 2017, observers, pundits, analysts, investors and the curious have wondered how Amazon would shake up the grocery business. At the time of the purchase, astute commentators opined that Amazon would treat Whole Foods as a laboratory for new grocery and retail ideas. These commentators were not wrong. Amazon has kept audiences busy with different brick-and-mortar versions of stores that combined the technology of Amazon with the behavioral psychology...
While the term strategy is invoked routinely in marketing plans, in truth, actual strategy is often missing, misapplied, or simply misunderstood. Here we clear the air on building the right foundation to think and plan, guided by strategies that drive your unique brand purpose and mission.
Trust is an important ingredient in our daily lives. We trust the advice of total strangers online when making decisions about restaurants and hotels. We trust the opinions of social media influencers. We trust that the brands we use will do what they say they will do. As trust in institutions, experts and leaders declines, brands have an enormous opportunity to become the most trust-powered sources of relevant and differentiated promises.
If you are a person of a certain age, you remember that a food revolution took hold in the late 1960’s. Put aside the visions of bell-bottom jeans, sandals, intentional communities, patchouli, macramé, jugs of California wine, beads, peace, love, rock n’ roll, and the 1969 NY Mets. Think brown rice, tofu, beans, seaweed, herbs, tahini, hummus, alfalfa sprouts, tempeh, miso, nut loaf, lentils, sesame and sunflower seeds.
