A Market Disrupted: The Rise of Challenger Brands

Disrupting the market requires helping people overcome their fear of change.

It’s a huge undertaking, especially in industries that don’t necessarily want to reinvent the wheel. Drawing on her own experience, Lauren Burkemeyer, CMO at YuLife, tells us what it’s like leading a challenger brand to success.

Lauren defines what a challenger brand is, and how these companies disrupt established industries with unique strategies. She emphasizes the importance of fostering a culture that embraces creativity and risk-taking, and how leveraging storytelling and social proof can build credibility for your brand.

Discover how to confidently position your brand against industry giants in this episode.

In this episode, you’ll learn:

• The definition of a challenger brand
• How to build trust with customers through social proof
• How to market your brand as an innovator in traditional industries

Jump into the conversation:

(00:00) Introducing Lauren Berkemeyer

(03:20) What is a challenger brand?

(05:53) Building a culture of innovation and curiosity

(07:35) Balancing demand gen and brand building

(11:21) Establish credibility with social proof

(16:09) Is a challenger brand the right fit for you?