By Maggie Huntwork

Latest Articles

April 5, 2022 Accelerator

How To Beat Challenger Brands At Their Own Game

There has been a lot written on challenger brands and how to succeed as one. But what if you aren’t a challenger brand? What if you are the brand that is being… challenged? Category leaders often make the mistake of relying on their (typically) larger marketing budgets to play defense and outspend the emerging competition.

April 5, 2022 Brand Building

Consumer Personas: The “Characters” of a Brand’s Story

Every story needs characters. Dynamic, multi-dimensional individuals that push the action forward and enrich the narrative with relatable motivations and provocative decisions. But stories aren’t just limited to the pages of a book or the constraints of a screen. Stories are everywhere. Stories permeate our culture and our history.

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