Episode # 54 A quick hit with Dan Mack: 10 Traits of Challenger Brands

Many small, emerging and challenger brands are truly different- and some are not.  Some are very authentic and simply find ways to keep going and evolving while others can't change fast enough to survive.  After years of studying challenger brands extensively- Dan shares his 10 Traits winning challenger brands possess.  Give the show a listen to hear Dan walk us through this list - they are also in the show notes on iTunes and Spotify.   Enjoy the show!  Please follow the Road 2 Retail podcast on Spotify, iTunes and on LinkedIn.  Please leave us a review and share the episode with those who may find the content useful.  DARK HORSE: How Challenger Brands Rise to Prominence. It was 10 Years of Interviews, Research and BEST Practices from 100 companies. THE 10 TRAITS 1. Their business is personal, is an extension of their identity, and is inspired by a story. 2. They listen until it hurts, stay in alignment, and are ONE with customers, team, retailers. 3. They create a simple, flexible business blueprint and share it with their community. There are NO COMPETING INTERESTS. 4. They are experiential, storytellers who carefully pick their customers and partners. 5. They quickly co-create innovation w/ customers, becoming more invaluable. Fix Things. 6. They pay attention to emerging trends at the convergence of culture / design / tech shifts. 7. They authentically partner w/ influencers & they carry the message creating a movement. 8. They are specialists, who experiment creating brand love with their zealous followers. 9. Their corporate culture is contagious, human, and likeable, creating soulful connection. 10. They use their hidden intangible assets to create differentiating value for everyone The Intangibles Include: Ideas, Insight, unique skills digital know-how, their Network of Creative People, and corporate curiosity, agility, experimentation, speed to market and a likeable culture.