Exploring the Power of Challenger Brands

The Entrepreneurial You podcast discusses the concept of a ‘challenger brand’ with Mike Sullivan, the president and CEO of Loomis, the US leading challenger brand advertising company. Sullivan defines a challenger brand as any brand that is not the market leader and outlines the three states of a challenger brand: state of the market, state of mind, and state of readiness. He then discusses the importance of humility and focus when it comes to competing in the market, and the importance of talking to customers to identify positioning in the market.

The Power of Challenger Brands

Underdogs’ in the market can have a competitive advantage over category leaders by flying under the radar, being underestimated and being more nimble. Inspired stories of challenger brands succeeding against all odds gives us hope. Companies like Dollar Shave Club Warby Park, Red Bull and REI have all been successful in their respective markets by understanding their customer base, hiring people who are like their customer base and reflecting that back to their customers. An example of this is REI, which shut all its stores on Black Friday to support its environmentally conscious customers.

Strong Brand Through Values

This conversation focuses on the importance of culture in building a strong brand and how leaders can define, build and maintain their culture. Examples of successful brands that have stuck to their values, such as Chick-fil-A and their founder Truett Cathy, are provided. It is suggested that leaders need to get clarity on their brand and their values and be willing to take calculated risks. It is also suggested that leaders should take time to listen to their customers, peers, competitors and their intuition to get clarity and make decisions. The importance of having a trusted network of peers and advisors is also discussed.

Challenger Brands

This conversation focuses on the topic of building challenger brands. Mike Sullivan, President and CEO of Lewis, a leading advertising agency, encourages dreamers and believers to take risks and invest in themselves, regardless of their current situation. He advises aligning oneself with others who have already succeeded and listening to one’s heart. He also mentions his book, The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First, co-authored with Michael Tuggle.

Contact Mike: Twitter: https://twitter.com/LOOMISagency; https://www.linkedin.com/in/michaeltuggle; YouTube: https://www.youtube.com/user/theloomisagency

Thank you for tuning in to this episode with Mike Sullivan. What’s the standout moment for you today? Send us your feedback at henekawatkisporter@gmail.com or on social media @henekawatkisporter. Remember to follow this podcast on your favourite podcast app or connect with me for all things Podcasting at henekawatkisporter.com

According to the Scriptures: “Give thanks to the Lord, for he is good; his love endures forever.” Psalms‬ ‭107:1‬ ‭NIV‬‬