GKV Senior Vice President and Strategic Planning Director, Dan Collins recently wrote an informative piece for MediaPost about the rise of challenger brands, what makes them successful and what big brands can learn from them. In today’s consumer society, people want options and variety. The household brand names that have been around for decades are great and trusted by many, but simply put, times are changing and the public desires more. The evolution of advertising from traditional mediums like TV and Print to Digital, the growth of Social Media, risk taking by Retailers and Investors is fundamentally changing challenger brands’ ability to compete and win! And here at GKV with clients like Back to Nature Foods, we are excited by these changes and can’t help but root for these underdogs!
You can check out the full article here: http://www.mediapost.com/publications/article/270063/from-underdog-to-peoples-choice.html