Great post. I would add that 'attention' is why we also see Big Food launching Post Malone Oreos and other cross-industry collabs. So they're *buying* startups and *renting* non-food brands to access attention/trust.
Great point. I did some analysis on Oreo a few years ago and all of their buzzy, LTO innovation helped turn around a core business that had been in decline.
This is pretty spot on. I do think we are now maybe a decade into the challenger brand phenomenon and we are seeing a rather low ceiling in terms of what they can achieve. They can take a slice of the pie but in most categories they are not toppling the brand leader.
It points to them having the same limitations and challenges as big brands - how do you actually scale digital/social media to build not just name recognition or mass awareness but actual brand equity?
Great post. I would add that 'attention' is why we also see Big Food launching Post Malone Oreos and other cross-industry collabs. So they're *buying* startups and *renting* non-food brands to access attention/trust.
Great point. I did some analysis on Oreo a few years ago and all of their buzzy, LTO innovation helped turn around a core business that had been in decline.
This is pretty spot on. I do think we are now maybe a decade into the challenger brand phenomenon and we are seeing a rather low ceiling in terms of what they can achieve. They can take a slice of the pie but in most categories they are not toppling the brand leader.
It points to them having the same limitations and challenges as big brands - how do you actually scale digital/social media to build not just name recognition or mass awareness but actual brand equity?