Challenger Brands need to stop fearing adversity and embrace it.
Pittsburgh, PA (PRWEB) September 29, 2012
Andrea Fitting, PhD is the President and CEO of Fitting Group, a branding and advertising agency specializing in Challenger Brands. Fitting’s new book Does Your Brand Need A Spanking? draws from over two decades of agency experience to help challenger brand owners and marketing directors differentiate their brands despite diminished budgets and pressure from industry goliaths.
Underdogs, up-and-comers, disruptors – challenger brands go by many names. But the one thing they all have in common is the willingness to think differently and test the boundaries market leaders wouldn’t dare. In today’s economy, many brands are searching for new strategies to boost business and gain ground on their competitors. These are the brands Fitting hopes to reach in her new book, "Does Your Brand Need A Spanking?"
“Challenger brands cannot afford to out-spend their competitors,” Fitting says. “Therefore, they must out-wit.”
Fitting’s book draws both from her experience owning a challenger brand and from work that’s been effective for her agency’s clients, brands that span diverse industries from higher education to healthcare. The author works to remind her readers that brands such as Microsoft, Target and Kellogg’s were once challengers. Similarly, many of today’s household names were born out of less-than-ideal circumstances.
“General Electric was established in the middle of a six-year recession. FedEx began operations during the hyperinflation of the OPEC Oil Crisis. Apple launched the iPod only a month and a half after 9/11,” says Fitting. “Challenger brands need to stop fearing adversity and embrace it.”
While "Does Your Brand Need A Spanking?" is not meant to be a paint-by-numbers guide to branding and advertising, the book provides marketing directors and entrepreneurs strategies and thinking exercises designed to reverberate throughout their organizations.
"Does Your Brand Need A Spanking?" is available in print and e-book. Those interested can download a free chapter at http://www.brandspankingbook.com.
Andrea Fitting, PhD is the president and CEO of Fitting Group, a branding agency specializing in Challenger Brands. To contact Fitting for comment or speaking engagements, email her at afitting(at)fittingroup(dot)com. "Does Your Brand Need A Spanking? Moving Your Brand From Bashful To Badass" is available in print and e-book at http://www.brandspankingbook.com.