How Challenger Brands Can Make a Big Market Impact with Online Brand Communities

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Today more than ever, up-and-coming challenger brands are primed to disrupt established players from dominating market share. In recent years small and medium-sized brands captured 45 percent of growth, while leading brands only captured 25 percent. Consumers are eager for new and interesting brands.

An advantage of small brands is that they understand that marketers must replace “retention” with “relationship” and “research studies” with “agile reactions.” “Relationship” and “insights” are often buzzwords; they’re abstract and difficult to measure. Yet emotional connectedness is at the epicenter of creating meaningful relationships with consumers and ensuring valuable loyalty, insights and advocacy. Harvard Business Review found that on a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers.

Winning as a challenger brand means winning at shared values, creating a sense of belonging and collective identity. In this webinar, we’ll share how Unilever's fast-growing condiment brand, Sir Kensington’s, built its Taste Buds online brand community. As a channel owned and cultivated by the brand, Sir Kensington’s builds genuine brand loyalty with no social media gatekeepers. And the brand has a long-term channel to foster trust, scalable word-of-mouth, and emotional connectivity, and an always-on outlet for predictive insights.

In this webinar you will learn:

Why and how challenger brands are disrupting the market
The keys to success in launching an online brand community
Best practices for maximizing brand success with cultivated advocates
How Sir Kensington’s uses its community to understand audience segments that inform innovation efforts, brand positioning and strategy