When you think of challenger brands, you’d be forgiven for associating them with scrappy startups and companies so small that agility doesn’t come with compromise. Because the essence of being a challenger is often associated with the underdog and overtaking market leaders with smart strategy, it’s easy to align their characteristics with rising stars.
During the final years of his life, Steve Jobs became concerned with how to perpetuate his legacy and knowledge base inside the company. Interestingly, he didn’t place much emphasis on defining a formal company purpose.
Brand loyalty is not dying. But, you would not know this if you are paying attention to the business press.
GE has been injecting urgency into conversations—and actions— for over 130 years. In our conversation with GE’s chief marketing officer, Linda Boff about the company’s ability to continuously shift gears to stay relevant, she said, “Progress is part of our constant.
Here is marketing’s greatest flaw: there is no legal definition of a brand. Everyone speaks about protecting their brands. But it is difficult to protect something when it is not a legal entity.
