Challenge the leader
Take a stand
Strategy
Take a stand
Small businesses should pick a fight with the market leaders. It helps positioning the brand or the product, as the target market is aware about the category. Being a market challenger helps brand sell more.
Avis, a car rental company was 2nd biggest company. Hertz was the leader. It embraced its position with the creative campaigns. It pitched itself as the harder working brand. It clicked.
Burger King is half the size of McDonald’s. Yet, it challenges it with its campaigns. Campaigns help it get more customers and higher sales.
Hydrow, a home fitness brand is challenging rival home fitness brands Mirror and Peleton. It came up with a campaign, where Santa Claus is using its rowing machine.