Playing the Big Game: How Small and Challenger Brands Can Thrive in A Competitive Landscape

By: Muhammed Moshood

While global trends are ever-changing, challenger brands have a unique opportunity to adapt quickly, be nimble, – leverage emerging strategies.

In today’s rapidly competitive landscape, having a share of the market or even getting a chance to play requires depth of performance and a willingness to work hard. That means small and challenger brands looking to make a mark – as far as business growth is concerned, must be willing to take advantage of global marketing trends.

This article explores key trends and provides insights on how small and challenger brands can exploit them.

Influencer Marketing:
Influencer marketing has revolutionised brand promotion. Small and challenger brands can harness the power of influencers who resonate with their target audience. They can create authentic connections and generate buzz around their products or services. Glossier, a direct-to-consumer beauty brand, built its success through influencer partnerships, leveraging user-generated content to drive brand awareness and sales. It’s a low-cost method of generating buzz for a business in this age, thanks to social media.

Personalisation and Customer Experience:
Tailoring marketing efforts to individual preferences is crucial in today’s customer-centric landscape. Small and challenger brands can excel using data-driven insights to personalise their messaging, content, and product user experiences. These brands can build stronger relationships with their audience by offering personalised recommendations and targeted campaigns as far as marketing is concerned. We consider the example of Spotify to show how product user experience works. This music streaming service curates personalised playlists and recommendations based on user preferences, enhancing the customer experience and addiction to their application. Social media applications have also constantly tweaked their algorithm to ensure stickiness. A challenger brand keen on personalisation will rely heavily on data and marketing innovation to drive this change.

Social Media Engagement:
The rise of social media platforms has democratised marketing, providing cost-effective avenues for small and challenger brands to reach a global audience. These brands can leverage social media’s power by engaging with their audience, actively responding to comments, sharing user-generated content, and running interactive campaigns. More exciting to see is the exchange of banter between brands and the use of memes and clapbacks. Sterling Bank PLC of Nigeria, Dollar Shave Club, Ryanair, and cryptocurrency companies gained immense popularity through their humorous and engaging social media presence.

Content Marketing and Storytelling:
Quality content and compelling storytelling are key drivers for successful marketing. Small and challenger brands can differentiate themselves by creating authentic and meaningful content that resonates with their audience.

Mobile Optimisation:
With the increasing dominance of smartphones, mobile optimisation is critical for reaching and engaging customers. Small and challenger brands can leverage mobile marketing strategies such as mobile-friendly websites, responsive design, and mobile apps to provide seamless experiences. A multimedia messaging app, Snapchat tapped into the mobile-first mindset by offering engaging and interactive ad formats that resonate with its predominantly young user base.

Purpose-driven Marketing:
Small and challenger brands can leverage purpose-driven marketing by showcasing their social and environmental commitments. Nike, for instance, uses emotional or inspirational marketing tactics, while Adidas champions ecological causes and transparent supply chains, attracting loyal customers.

In conclusion, as small and challenger brands navigate the global marketing landscape, embracing key trends can give them a competitive edge.

By embracing agility, creativity, and innovation, small and challenger brands have the power to get a fair chance at playing in the big league, possibly disrupt industries and build lasting connections with customers in a rapidly evolving global marketplace.