Cheat Code: Why challenger brands need extreme proof
Bold declarations of over-commitment, whether they relate to your products, philosophy or business practices, can be a fast track to brand fame and market share, says Dan Monheit, CEO of Hardhat.
Market leading brands are designed to appeal to the masses, which is all but impossible to do without making compromises. The bigger the brand, the broader the appeal, the greater the need to compromise. All of this compromising is what leaves market leaders operating with a ‘just enough’ mentality.
Just enough customer service.
Just enough personality in the brand.
