GKV Challenger Brand Minute: Building Brand Relevancy

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

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.

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.

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.

Frank’s RedHot: Franksgiving

Every food company in the word wants to win over customers on Thanksgiving. We targeted the days right after: Franksgiving. Leftovers never tasted so good.

Connect Emotionally with Digital Marketing

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

Garry Raim

Partner, Executive Vice President

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

Category

Consumer Packaged Goods

Creative and inspirational CPG marketing that gets results.

Every category has challenger brands, but in Consumer Packaged Goods (CPG) the dominance of the category leaders is particularly stunning. In today’s consumer landscape with brand loyalty being a thing of the past, successful challenger brand’s advertising must be noticed, its social media must engage and its owned media must deliver real value.

Understanding the Audience

The first step in becoming a successful challenger brand is understanding your audience beyond demographics – their offline and online behaviors, interests and most importantly the journey they take to find and purchase your products.

We have developed a four-step process that can help you understand and map your audience’s journey and then build a marketing strategy based on their needs, wants and interests to deliver the right messaging and content at the right time. It incorporates the insights and data you already have with third-party data to give a complete picture of who your audience is and how you can help guide them through their customer journey.

It’s also built on evolution. The process of understanding your audience never stops as the needs of your audience are always changing and so will the touchpoint and messaging.

As CPG advertising and shopper behavior continues to change, GKV will be there to help elevate and evolve your brand in today’s consumer landscape. Check out some of our CPG case studies and articles. Then, contact us to discuss your CPG marketing challenges.