B2B growth doesn’t come from incremental communication improvements.
It comes from identifying the unfair advantage your competitors can’t replicate, making it impossible for buyers to ignore you.
An “unfair advantage” can often be found through Challenger positioning.
Challenger positioning is the ability to stand for something unmistakably true, ownable and memorable.
1. Every successful Challenger brand begins by identifying an industry truth, a tension in the market that everyone feels, but few can articulate.
2. Challenger brands have a point of view that is indisputably theirs. They are distinctive, and can articulate their world view with conviction, turning perspective into positioning.
3. Challenger brands are remembered. Even the boldest positioning fails if people don’t remember it. That’s where salience, the mental availability of a brand, becomes essential. Challengers build salience by showing up consistently and staying in the minds of the buyer.
At TKM, and in partnership with Epiphany, we have worked with many ambitious CEO and their companies on Challenger positioning. Using the Lighthouse Model, we position companies for sustainable growth. No matter where you are in your growth life-cycle, from start-up to scale-up, the Lighthouse Model provides you with the stance, story, propositions and spirit to ensure you cut through the noise and are instantly recognised, relevant and memorable.
If you’d like to discuss any aspect of your market positioning, are looking to develop a more discreet positioning to enable growth or would like to discuss one of our many case studies, please get in touch with us at hello@tkm-consultants.com or connect via LinkedIn