Underdog Challenger Brands Disrupt Convention to Win Customer Loyalty

by Jenny on October 29, 2015 Comments Off on Underdog Challenger Brands Disrupt Convention to Win Customer Loyalty

Challenger brands need to introduce something new. They need to think about what they can bring to or change about each particular situation. The important thing is to imagine what that ‘big guy’ cannot do.”

Airbnb is an example of a brand that is fundamentally challenging how the hospitality industry works by engaging customers in a very different way. This also extends to other players in the airline, auto, and cleaning industries just to name a few. So how do brands become challengers? What does it take? Barden left the audience with some key considerations.

It requires an ambition that exceeds resources because it will force brands to think uniquely and do things differently. It requires a challenge. This challenge has, at its heart, a story that will demonstrate how it can change the way something in the world works. Introducing an entirely new category of choice will get people’s attention. It also requires a strong sense of belief in what is to be done.

Read More ( Source: Loyalty 360)

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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

JennyUnderdog Challenger Brands Disrupt Convention to Win Customer Loyalty