Loyalty360's Engagement & Expo Session Focuses on Successful “Challenger Brands”

Share Article

Julian Aldridge, of Charles Schwab, to discuss the keys to disrupting category leaders

News Image
For established brands, it can be an enormous challenge to change a, perhaps, draconian culture that hasn’t changed in the past. The audience will learn how to inspire an entrepreneurial mindset across an organization.

Charles Schwab’s VP of Brand Evangelism and Activation, Julian Aldridge, is slated to deliver a riveting session titled, Which Wall Does the Brand Go On?, at the 2015 Engagement & Experience Expo, powered by Loyalty360. The 5th annual Engagement & Experience Expo is set for November 9 – 11 in Dallas, Texas.

In the session, Aldridge will explore the concept of “challenger brands,” focusing on how it applies to established brands, not just startups. Based on case studies, anecdotes, and videos, attendees will learn how challenger brands have injected core beliefs into everything they do to bring their brand to life.

“One of the misnomers is that to be a challenger you’ve got to be a startup, you’ve got to be David vs. Goliath,” shared Aldridge. “When, in fact, all you have to do is have a fundamental belief that there is something wrong in the market place, and be prepared to disrupt things in order to create change. That change is often on behalf of an underserved or poorly served customer.”

In addition to sharing key learnings that major corporations can glean from startups, Aldridge will discuss how organizations can activate innovation and reinvent beliefs. His experience driving the Challenger Brand Identity project at Charles Schwab is one illustration of how established brands can reinvent themselves based on the company’s original core beliefs.

“The challenge as companies get bigger is ‘how do you keep the entrepreneurial mindset?’ Part of that is going back to the fundamental beliefs,” Aldridge commented. “At the beginning of the Challenger Brand Project at Charles Schwab, we looked back at the literature and articles that Chuck had written or was quoted in. There were some simple fundamentals throughout. In the early days, he talked about turning wage earners into owners. Reminding people about why the company was set up, that’s what we’ve been doing ever since.”

Engagement & Experience Expo is a three-day event for marketers and other customer-focused professionals to learn business intelligence, meet new technology providers, network with peers, and understand proven solutions to customer experience challenges. Interactive sessions from other highly regarded brands such as Meineke, AARP, Sonic Drive-in, Thomson Reuters, AT&T, and more, will round out the agenda.

“I am very excited about Julian’s session because it’s going to address many of the biggest challenges that marketers are telling us about,” remarked Mark Johnson, CEO and CMO of Loyalty360. “Many brands want to be that industry disruptor, but struggle to think like a challenger. For established brands, it can be an enormous challenge to change a, perhaps, draconian culture that hasn’t changed in the past. The audience will learn how to inspire an entrepreneurial mindset across an organization.”

The 2015 Expo will feature the release of white papers and case studies from several event sponsors, as well as expanded media coverage and industry analysis.

Title sponsors of the Engagement & Experience Expo include: Ansira, Brierley+Partners, Clutch, Deluxe, EMC, Gold Group, Inquisium, Kentico, Lenati, and Stellar Loyalty.

To register for the upcoming Engagement & Experience Expo, please visit: http://www.engagementexpo.com/Registration

About Engagement & Experience Expo
Engagement & Experience Expo is a forum to openly discuss customer, brand and channel challenges and solutions. Discover how to optimize the customer experience at all touch-points and increase the impact of engagement throughout the customer lifecycle.

About Loyalty360
Loyalty360 is an unbiased, market driven, voice-of-the-customer focused clearinghouse and think-tank that is committed to bringing customer loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Anu Reddy
+1 (513) 800-0360
Email >
Follow >

Follow us on
Visit website