MediaPost – How to Move from Challenger Brand to Household Name

Brands entering a cluttered industry, or a category where one or two brands control consumers’ headspace, often feel they have a daunting road ahead. Their questions include:

— How can we capture consumer attention beyond shelf space?

— How do we compete with brands with 10x the budget expenditure?

— If I do manage to get consumers to try our brand, how do we keep them coming back?