WE KNOW HOW TO CHALLENGE FOR LEADERSHIP
Our motto is Simplicity Liberates Creativity. And our approach has helped many brands, both big and small, consistently grow their share position to effectively challenge their categories. We have led some of the most powerful brands in the world and we put all that expertise to work to create enviable brand value.
Our Brooklyn-based independent communications agency has helped a $50MM eye care brand go from #8 to #3 in the dry eye market and ultimately selling at a $230MM value. And a start-up cannabis player earning a $63MM deal with one of the largest cannabis companies.
5 Things To Know About Marketing CHALLENGER BRANDS
• Never compete head-to-head with larger competitors. you will not win
• Think and act differently: To get noticed and break through the clutter
• Own a niche and identify it within your market so you can truly call it your own
• Create a marketing budget that will optimize your strengths and maximize your ROI
• Become famous for something. You can never be known or remembered for everything, but you can certainly be famous for one thing
How do you turn an established category on its head? Shift the conversation. While every other brand was talking about eye drops the BAM created eye therapy and leaned heavily into “dry eye” as a condition. Theratears began a five-year trajectory that was the envy of the biggest healthcare companies.
Breaking the Stigma of
Cannabis with Social
For the past three years, we’ve successfully launched campaigns on 4.20, leveraging the biggest day for cannabis. In 2018, we started with For21 to highlight the 21 conditions medical cannabis was approved to treat in PA. Our campaign won a Gold Clio and was also featured in AdWeek’s top cannabis campaigns of the year. This year on 4.20, we launched PAINsylvania, a campaign featuring real patients who were living in pain and agony before they found cannabis.
HAVE YOU HEARD?
ZTE’s Axon 7 came to us as a #2 player in China and a relatively unknown brand in the United States. It was entering the fray with Apple, Samsung amongst others. Learn how we launched the Axon 7 and helped it capture the #4 with less than 70% of the budgets of the big players.