“Challenger Branding” – May 2019 Newsletter

From the Desk of Ryan Binkley, President & CEO of Generational Group – May 2019 eNewsletter:

Hello and welcome to our May 2019 eNewsletter!  

I hope that 2019 is off to a tremendous start for both you and your family and that you are having a very successful year.

Have you heard of the concept of “Challenger Branding”?   I hadn’t either until I read an article about it from the National Center for the Middle Market (NCMM).  It is a concept that just about any company can use since only a handful in each industry, because of their size, own a leading brand identity.  The rest need to come up with ideas creating their own unique brand.

The concept is simple, this is how the article by the NCMM puts it:

Size in business is often beneficial. Large companies have more resources and often more money to throw at their pursuits, creating a formidable branding challenge to other businesses interested in the same audience and market space. However, that reliance on size can lead to an overreliance on money to solve problems. With enough money spent, large companies can achieve a certain level of brand traction. And that often leads to complacency. 

No problem! 

It’s right then and there that as a challenger brand you have them exactly where you want them! How exactly is that, you ask? With a bit of marketing jujitsu, you can use their weight and rigidity against them. 

The article provides a number of really interesting (and largely inexpensive) ways to create your own “challenger branding” that you can use to take market share away from the behemoths you are facing.   To read all their ideas, please use the following link:

This is how the NCMM summarizes the concept:

Remember, size is not always an advantage, and there are ample opportunities for innovative branding approaches for growth that blindside larger competitors.

I hope you find their concepts helpful as you develop your own “challenger branding” strategies!  

Please remember that your relationship with Generational Equity doesn’t end once our initial evaluation is completed on your company. We provide you with two valuation updates at no additional cost over a five-year period. If your business is performing better now than it was a few years ago, it might be a good idea to contact us to review your company’s current business enterprise value. 

On a related note, most business valuations have improved due to the 2018 tax reform so that alone may be a good reason to update your valuation. 

Keep in mind that in addition to a value update, we also will provide you with our Roadmap for Enhancing Value, a document that is designed to give you ideas on steps you can implement to build the enterprise value of your business over time. Our clients find this tool extremely helpful as they focus on growing their businesses for potential future acquisition. 

If you are interested in updating your company’s valuation, would like to make an informed decision about your options in the marketplace, or have any questions for us at all, please call our Chief Experience Officer, Jay Hellwig, at 972-232-1156, or send Jay an email at j.hellwig@generational.com and he will be in touch. 

Thank you for your time and I wish you and your family continued success in 2019! 

Ryan Binkley

President & CEO

Generational Group