Disruptive Challenger Brand Names
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Disruptive Challenger Brands
Me-too names or a name that sets them apart
By Robert Moss LinkedIn
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I presented this simple deck to a client that had everything it needed to succeed as a challenger brand in its category, except a challenger brand name. Now they're considering changing it. It’s all about putting it in a perspective your client understands. Feel free to use the content in this deck in your own.
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British Airways Air-France-KLM
Airlines
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British Airways Air-France-KLM
Virgin Atlantic
Airlines
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Ice Cream
Baskin Robbins Breyer’s Store Brands
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Baskin Robbins Breyer’s Store Brands
Haagen Dazs
Ice Cream
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Baskin Robbins Breyer’s Store Brands
Haagen Dazs Ben & Jerry’s
Ice Cream
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Chevrolet Ford Dodge
Domestic Economy Cars
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Chevrolet Ford Dodge
Saturn
Domestic Economy Cars
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Mercedes-Benz BMW Cadillac
Luxury Cars
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Mercedes-Benz BMW Cadillac
Lexus
Luxury Cars
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Mercedes-Benz BMW Lexus Audi
Luxury Cars, Another Look
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Mercedes-Benz BMW Lexus Audi
Tesla
Luxury Cars, Another Look
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Smirnoff Stolichnaya Finlandia
Vodka
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Smirnoff Stolichnaya Finlandia
Absolut
Vodka
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Coffee Tea Coca-Cola Pepsi Cola
Energy Drinks
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Coffee Tea Coca-Cola Pepsi Cola
Red Bull
Energy Drinks
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Red Bull Monster Rockstar Amp NOS
Energy Drinks, Another Look
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Red Bull Monster Rockstar Amp NOS
5-Hour Energy
Note: Besides a very different name and positioning, 5-Hour Energy introduced a 2 ounce shot to compete
with an 8 to 16 ounce can.
Energy Drinks, Another Look
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My client’s competitors
Note: I’ve removed my client’s information to keep confidentiality.
Use your client’s information instead.
My Client’s Category
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My client’s competitors
My client’s current name
My Client’s Category
Note: I’ve removed my client’s information to keep confidentiality.
Use your client’s information instead.
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Nobody counts the number of ads you run; they just remember the impression you make. - Bill Bernbach
By Robert Moss
Gibson Les Paul photo by Eric Murray