Don't Be A Jack Of All Trades At Retail
- Aug
- 10
Own something!
To state the obvious, stronger brand positions, or leverage vis-à-vis the retailer, means having a strong degree of consumer PULL. Retailers come to you and want your product, when customers come in droves to their well-lit, organized boxes asking for your product…by brand name. Even if your national brand position is small, your consumer pull should be strong in some way shape or form. OWN SOMETHING…or perhaps more correctly….OWN SOMEONE.
read moreHow Tivo Is Gaining Leverage at Best Buy
- Aug
- 05
EXCERPT:
TO READ FULL ARTICLE, CLICK ON TITLE:
SUMMARY:
Tivo is gaining leverage at Best Buy but they both stand to gain a great deal. In July they announced a marketing and product development partnership with Best Buy.
“Financial Growth” is a Challenger Brand’s Best Friend
- Aug
- 04
By Vincent Young You’ve assigned a secret code name to each product on the development roadmap, you’ve spent months, sometimes years, preparing the required inputs for senior management to move the in-progress products through each step of your company’s stage-gate process. By now, you are well-versed in articulating and showcasing the new features, usability upgrades […]
read more4 Trends That Are Huge Obstacles For Challenger Brands
- Aug
- 03
4 Trends That Are Huge Obstacles For Challenger Brands:
1) Improper Training
2) Retail Industry Consolidation
3) Private Label
4) Fewer Advertising Funds
What is Retail Leverage?
- Aug
- 03
This is the only blog dedicated to sharing and discussing the strategies, programs, and other best practices designed to give “challenger” brands the ability to shape and influence their fates within the world of retail. Across the ever-contracting landscape of U.S. retailers, only a small, privileged set of category-leading national brands have the power to […]
read more