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Episode 75: What's behind successful challenger brand strategies? episode artwork

EPISODE · Aug 2, 2021 · 35 MIN

Episode 75: What's behind successful challenger brand strategies?

from Mintel Little Conversation

In this episode of Mintel Little Conversation, host Andrew McDougall dives into the world of challenger brands—what drives them, what makes them successful, why we need them, and what more established brands can learn from them. They provide disruption beyond new product innovation and use storytelling to create communities around an untapped consumer need, from ingredients and packaging to brand ethos. Prioritising psychographics over demographics, agility and speed in decision making, and disrupting cultural norms by normalising new behaviours, learn about the strategies that drive success for indie brands.Host: Andrew McDougall, Associate Director, Global Beauty and Personal Care.Guests: Lauren Goodsitt, Senior Global Beauty Analyst.Simon Moriarty, Director, Mintel Trends, EMEA.

What this episode covers

In this episode of Mintel Little Conversation, host Andrew McDougall dives into the world of challenger brands—what drives them, what makes them successful, why we need them, and what more established brands can learn from them. They provide disruption beyond new product innovation and use storytelling to create communities around an untapped consumer need, from ingredients and packaging to brand ethos. Prioritising psychographics over demographics, agility and speed in decision making, and disrupting cultural norms by normalising new behaviours, learn about the strategies that drive success for indie brands. Host: Andrew McDougall, Associate Director, Global Beauty and Personal Care. Guests: Lauren Goodsitt, Senior Global Beauty Analyst. Simon Moriarty, Director, Mintel Trends, EMEA.

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Episode 75: What's behind successful challenger brand strategies?

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Frequently Asked Questions

How long is this episode of Mintel Little Conversation?

This episode is 35 minutes long.

When was this Mintel Little Conversation episode published?

This episode was published on August 2, 2021.

What is this episode about?

In this episode of Mintel Little Conversation, host Andrew McDougall dives into the world of challenger brands—what drives them, what makes them successful, why we need them, and what more established brands can learn from them. They provide...

Can I download this Mintel Little Conversation episode?

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