Dazzle Fall Issue 2016
We’re excited to bring you our fall issue of Dazzle, the official magazine of Ideaworks Marketing! We sincerely hope you enjoy reading through this issue and find its contents both interesting and informative. Some articles which may be of particular interest to you include: • “Brand ID: The marketing technology you shouldn’t live without” (pg. 6) • “Challenging Goliath: How small brands can challenge industry giants” (pg. 12) • “Take two and call us in the morning,” which offers helpful marketing tips you can implement right away (pg. 24) • Plus, a friendly peek into what’s happening at our agency with “Life @ 197” (pg. 22) Please don’t hesitate to reach out to us with feedback or questions on anything you come across in this issue. We would also love to hear your thoughts on any topics you’d like to see covered in the future. Until next time, enjoy this issue of Dazzle. - Chelsey Tupper, editor-in-chief
We’re excited to bring you our fall issue of Dazzle, the official magazine of Ideaworks Marketing! We sincerely hope you enjoy reading through this issue and find its contents both interesting and informative. Some articles which may be of particular interest to you include:
• “Brand ID: The marketing technology you shouldn’t live without” (pg. 6)
• “Challenging Goliath: How small brands can challenge industry giants” (pg. 12)
• “Take two and call us in the morning,” which offers helpful marketing tips you can implement right away (pg. 24)
• Plus, a friendly peek into what’s happening at our agency with “Life @ 197” (pg. 22)
Please don’t hesitate to reach out to us with feedback or questions on anything you come across in this issue. We would also love to hear your thoughts on any topics you’d like to see covered in the future.
Until next time, enjoy this issue of Dazzle.
- Chelsey Tupper, editor-in-chief
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Think about those brands you see, hear, and read about all<br />
the time, such as Uber, Dyson, Dollar Shave Club and Airbnb.<br />
Why do you think these brands are plastered all over the<br />
place? Yes, their success has placed them in the forefront,<br />
but it’s how they achieved that great success that’s the real<br />
story. The reason these brands are booming is because<br />
each one has challenged their respective market leaders,<br />
resulting in a revolution in that market. As such, each one of<br />
these brands can be referred to as a “challenger brand.” More<br />
specifically, a challenger brand is a company or product<br />
brand that is not the category leader in a particular industry.<br />
Challenger brands play from a position behind the dominant<br />
player or leader in an industry. The process of achieving<br />
challenger brand status does not happen overnight. The<br />
aforementioned brands were and continue to be committed<br />
to their marketing strategies and did not shy away from putting<br />
a lot of time and effort into devising their marketing plans,<br />
brand identity and positioning. They carefully researched their<br />
respective industries and the key players. As a result, they didn’t<br />
jump in blindly; they knew their competition and how vital it<br />
was to have a solid marketing execution to attract customers.<br />
A CHALLENGER BRAND IS A COMPANY OR<br />
PRODUCT BRAND THAT IS NOT THE CATEGORY<br />
LEADER IN A PARTICULAR INDUSTRY.<br />
Take a look at Airbnb for example. For those who aren’t familiar,<br />
Airbnb is an online rental service that enables people to list, find<br />
and rent vacation homes. It is a marketplace for vacation rentals<br />
that charges a fee for connecting users with people who have<br />
property to rent. Founded just eight years ago, Airbnb already<br />
has over 1,500,000 listings in 34,000 cities and 191 countries.<br />
How does this great success happen when there are thousands<br />
of hotels and motels? It happened because Airbnb differentiated<br />
its service from the leading brand or in this instance, a category<br />
of brands in its industry, which are hotels. Instead of always<br />
needing to stay in a hotel with people all around or having to<br />
reserve several rooms next to each other if traveling with friends<br />
or family, Airbnb provides accommodations that are much more<br />
private than the typical hotel and allows groups of travelers<br />
to stay together instead of being sectioned off in separate<br />
rooms. Additionally, travelers can actually get an idea of what<br />
it’s like to live in the town or city being visited. Thus, Airbnb<br />
provides a greater cultural experience than staying in a hotel.<br />
DAZZLE FALL <strong>2016</strong> 15
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