Disruptive Challenger Brands

Me-too names or a name that sets them apart

By Robert Moss LinkedIn

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.

British Airways Air-France-KLM

Airlines

British Airways Air-France-KLM

Virgin Atlantic

Airlines

Ice Cream

Baskin Robbins Breyer’s Store Brands

Baskin Robbins Breyer’s Store Brands

Haagen Dazs

Ice Cream

Baskin Robbins Breyer’s Store Brands

Haagen Dazs Ben & Jerry’s

Ice Cream

Chevrolet Ford Dodge

Domestic Economy Cars

Chevrolet Ford Dodge

Saturn

Domestic Economy Cars

Mercedes-Benz BMW Cadillac

Luxury Cars

Mercedes-Benz BMW Cadillac

Lexus

Luxury Cars

Mercedes-Benz BMW Lexus Audi

Luxury Cars, Another Look

Mercedes-Benz BMW Lexus Audi

Tesla

Luxury Cars, Another Look

Smirnoff Stolichnaya Finlandia

Vodka

Smirnoff Stolichnaya Finlandia

Absolut

Vodka

Coffee Tea Coca-Cola Pepsi Cola

Energy Drinks

Coffee Tea Coca-Cola Pepsi Cola

Red Bull

Energy Drinks

Red Bull Monster Rockstar Amp NOS

Energy Drinks, Another Look

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

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

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.

Nobody counts the number of ads you run; they just remember the impression you make. - Bill Bernbach

By Robert Moss

LinkedIn

Gibson Les Paul photo by Eric Murray