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GKV Challenger Brand Minute: Building Brand Relevancy

Welcome to GKV’s Challenger Brand Minute: your source for bite-sized marketing smarts.

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Can old brands attract younger consumers? They better!

Attracting a younger generation to become brand-loyal can be tough for more established brands. See how we helped coffee brand Chock full o’Nuts do just that.

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The Four Most Important Ways to Build Brand Relevancy

Older brands face challenges trying to remain relevant in a rapidly changing world. Here are four ways iconic brands can evolve, adapt and stay top of mind.

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100% Digital that’s not 100% invisible

It’s hard to stick out in a sea of banner ads and social posts. Get our 5 tips for creating digital content that gets noticed.

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Connect Emotionally with Digital Marketing

Let’s get emotional about digital. Optimize your message along with your media.

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Customer journey mapping makes marketing more effective

Referencing your customer journey map on a regular basis ensures the effectiveness of marketing efforts and informs ongoing optimization, increasing ROI.

Start the conversation today and find out what GKV can do for your brand.

    Baltimore Branding Agencies

    Author

    Dan Collins

    SVP, Chief Strategy Officer

    Dan, who joined GKV in 2003, leads strategic planning and research for our clients, whether their goals are a more compelling brand promise and brand aligned culture, or creative that builds sales AND an emotional connection. Dan’s a frequent contributor to advertising industry publications, sharing lessons from the agency’s experience driving rapid, cost efficient growth for our challenger brand clients.

    He has more than 20 years of consumer marketing, strategic planning and advertising experience across a range of categories, including: travel and tourism; financial services; health and personal care; food; technology; and communications. His career has included experience on three continents: North America, Asia and Europe. From his years at Procter & Gamble, Maybelline, Kellogg’s and Shell International, Dan has built a reputation for quickly learning a new business and bringing strategic insight that fuels rapid growth.

    As a partner at the agency, he has led the following GKV client brands: Chock full o’nuts, Hills Bros and Kauai Coffee Brands; McCormick; PANDORA Jewelry; Bridgestone Golf; Snyder’s of Hanover Pretzels; Cape Cod Potato Chips; Back to Nature Foods; Snackwells.

    He earned his bachelor’s degree in Economics from Lafayette College and his master’s degree in Business Administration from Duke University’s Fuqua School of Business.