As a challenger brand–and particularly if you’re go-to-market is a direct-to-consumer strategy–you are quick to embrace innovation and risk to breakthrough a noisy marketplace. It shows in the results with challenger brands garnering higher rates of consumer adoption, faster, for the high-quality and differentiated offerings of independent brands. No longer content to snag a tiny piece of the pie, such brands now often set the bar when it comes to consumer brand experiences and grab substantial market share, especially during COVID.
With smaller budgets and less room for error, the key question your marketing team needs to be able to answer with confidence is this one:
“If you invest a given amount in marketing, what financial return can you expect?”