#589 What is Challenger Brand Thinking? with Paul Spirou, Managing Director of Ape Creative

*Note: Apologies for the audio quality in this episode. We've
tried to edit as much as the static/interference as possible and
decided to publish the podcast because even though it's below our
usual audio quality, there's a lot of great advice and insight
here from Paul at Ape Creative that we thought was still useful.


In today's episode we're joined by Paul Spirou, Managing Director
of Ape Creative, a brand design agency working with food and
drink businesses creating branding, packaging, digital, internal
comms and category marketing to discuss 'Challenger Brand
Thinking' as well as provide useful tips and advice to help you
with your marketing success.


In this episode we discuss:


Where does the term 'challenger brand thinking' come from?

Examples of challenger brand thinking

The difference between brand challengers and disruptions

The difference between USPs and UHBs

How well-established companies can redefine their beliefs for
modern marketing success

Do uniquely held beliefs have to be approached in a top-down
manner?






Referenced on this Episode:


[BOOK] Eating The Big Fish by Adam Morgan:
https://amzn.to/3pzZtos

Tony's Chocolonely: https://tonyschocolonely.com/

Who Gives a Crap: https://uk.whogivesacrap.org/

[BOOK] Prosperity by Colin Mayer: https://amzn.to/3av0tpz

[BOOK] Overthrow by Adam Morgan: https://amzn.to/3jVaBLl

[BOOK] Overthrow 2 by Adam Morgan: https://amzn.to/3k4dTfd






Connect with Paul/Ape Creative


https://www.apecreative.com/

paul@apecreative.com






CONNECT WITH SCOTT:


scott.colenutt@sitevisibility.com

https://www.linkedin.com/in/scottcolenutt



 


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