The Challenger Brand Opportunity. Taking Advantage of the Advertiser's Dilemma

New market entrants should recognize the advantages they possess over their larger rivals. Their ‘newness’ affords them several opportunities to displace, or even replace, their competition. Bigger does not always mean better. In the free market, Davids topple Goliaths every day.

Marketing Strategy, Macro MarketingWes MortonDecember 15, 2021advertiser's dilemma, challenger brand, branding, marketing, small brandsComment

Streaming TV Has a Branding Problem

Legacy media companies have failed to understand what makes their entertainment brands valuable, creating new brands instead of extending existing ones.

Marketing Strategy, Macro Marketing, EntertainmentWes MortonMay 30, 2020disney, peacock, hbo max, streaming tv, tv, brandingComment

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