Beating Giants With No Money. The Challenger Brand Playbook [TBS 57, In Collaboration With UOB Finlab]

The traditional marketing funnel, awareness, consideration, conversion, is dead. Real buyers don't move in straight lines. Some jump straight to purchase. Others sit on the bench for six months. And some only buy because their friend did.Recorded live at the UOB FinLab SME programme, we dig into what actually moves people from curious to converted.From community-led growth to founder content, nano influencers to post-purchase loyalty, this episode covers the full picture.Meet the GuestsLaura Kantor Hero Marketing, Southeast Asia, Canva - Building community without a single paid ambassador, and why Canva's growth engine isn't ads, it's people.Vanessa Tan CMO, STRYV - From launching POCO phone at Xiaomi Indonesia to competing with Dyson and Philips, lessons in brand-building for challenger brands.Don Siah Founder, Diamond Ateliers - From random Instagram videos to a flagship store on Orchard Road, how radical trust-building converts high-ticket buyersKey Takeaways:The 3 things buyers always look for before they pull the trigger (it's not more information)The trust formula for big-ticket purchasesWhy nano influencers (under 5,000 followers) can outperform celebrity endorsementsThe difference between content that attracts and content that converts, and why you need bothFounder-led content: why putting your face on the brand is your biggest unfair advantageHow to extend customer lifetime value even for products people only buy onceWhether you're running a small business, scaling a startup, or trying to compete against the giants, this episode is packed with real, battle-tested strategies you can steal today.If you're still marketing like it's 2015, this episode will change everything.Enjoyed this episode? Leave us a review---🎧 The Financial Coconut: Your weekly source for empowering financial knowledge and unlocking possibilities. We explore personal finance, investing, and entrepreneurship to help you build a richer life. Join us as we explore personal finance, investing and more.Get ready to take control of your financial future and live your best life, financially wise: https://linkin.bio/thefinancialcoconut📍 LISTEN & SUBSCRIBESpotifyApple PodcastYouTube🔗 CONNECT WITH USGet daily tips, insights, and community:InstagramTikTokTelegramWhatsappNewsletter📺 MORE FROM OUR NETWORKDiscover our other shows and deep dives on YouTube⚠️ Disclaimer:The content discussed in this episode is intended for educational purposes only and should not be considered as financial advice. The information provided is based on our understanding at the time of recording and may not reflect the current regulations or market conditions. The opinions expressed by guests are their own and do not necessarily represent those of The Financial Coconut. Please do your due diligence before making any investment or financial decisions.Learn about our eventsHelp us get to know you better: http://bit.ly/thefinancialcoconut-survey Hosted on Acast. See acast.com/privacy for more information.