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Stage 1 Attitude and Preparation The First Credo Break with Your Immediate Past Much of what has been written about brand management concentrates on consistency over time - recognizing your brand equities and maintaining them through your marketing activities This is in fact out-of-date thinking in the new marketing world Challenger brands deliberately break with their own pasts if they have one - they intentionally reinvent key aspects of themselves in order to force rapid reappraisal from the consumer Sometimes this will take the form of product reinvention or it can be simply something that breaks the tradition of the product category The vitality of inexperience Many challenger brands are new and they are successful in its category One question we might ask is that how many of these successful challenger brands have role models to follow Surprisingly very few of these brands have one Role models Every one knows that different 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 between 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 people to try new possibilities that the experience people afraid and cannot think of to try Thus our first credo for challenger brands is to say 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 for those who are new to their market because they
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