Jul 18, 2019
How can you get noticed when your brand is in a crowded space and you are just a small fish in a really big pond? Our guest today says you can play that to your advantage. Prentice Howe is the owner and CEO of Door Number 3, an Austin ad agency and author of the Empowered Challenger Playbook, a book that looks at how brands can change the game, steal market share and topple giants.
5 Brand Personality Traits
Most people are drawn to products that bring good things into the world through innovation or better business practices. Prentice says there are five personality traits that inspire the voice and tone of a brand.
Operating with a Challenger Spirit
Of course, not every brand can be an empowered challenger. You have to be honest about who you are. What do you offer that others don’t and can you deliver that experience? You also need a solid strategy with a road map of how to get there and how to zig when the competition zags.
The Empowered Challenger Playbook
Prentice believes anyone who is a founder or CEO, a chief marketing officer or just someone involved in marketing a brand would enjoy his book, The Empowered Challenger Playbook. He calls it a positioning book and includes interviews and case studies of companies that mirror the five personality traits discussed. The book is available on Amazon and at the Book People store in Austin, Texas.
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