Episode #43. Challenger brands is the topic in this episode: exploring differences in marketers’ technical and soft skills needed vs established brands. Challengers are brands that enter a category but push against an existing concept or competitor to address pain & gain points of the consumer.
Abby’s guest is Lottie Unwin, ex P&G, ex-Head of Marketing at Propercorn and now Founder of the Copy Club marketing community – supporting over 3000 (and growing) marketers who are under pressure delivering entrepreneurial marketing in fast-growing challengers and start-ups.
In this episode, Lottie shares the difference between a challenger and entrepreneurial brand, the mindset and skills to lead a challenger brand, career high and lows and why challenger and entrepreneurial marketers can benefit from marketing communities.