{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/d521fadd-44da-47b9-aea1-6966e3928e63/4c780c7d-f1c8-4027-a67c-5984ead39046?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"#589 What is Challenger Brand Thinking? with Paul Spirou, Managing Director of Ape Creative","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/60f6ee7ca2587e6950f4a5a9/61035808a45abf001a655540.png?height=200","description":"<p>*Note: Apologies for the audio quality in this episode. We've tried to edit as much as the static/interference as possible and decided to publish the podcast because even though it's below our usual audio quality, there's a lot of great advice and insight here from Paul at Ape Creative that we thought was still useful.</p><p><br></p><p>In today's episode we're joined by Paul Spirou, Managing Director of Ape Creative, a brand design agency working with food and drink businesses creating branding, packaging, digital, internal comms and category marketing to discuss 'Challenger Brand Thinking' as well as provide useful tips and advice to help you with your marketing success.</p><p><br></p><p>In this episode we discuss:</p><ul><li>Where does the term 'challenger brand thinking' come from?</li><li>Examples of challenger brand thinking</li><li>The difference between brand challengers and disruptions</li><li>The difference between USPs and UHBs</li><li>How well-established companies can redefine their beliefs for modern marketing success</li><li>Do uniquely held beliefs have to be approached in a top-down manner?</li></ul><p><br></p><p>Referenced on this Episode:</p><ul><li>[BOOK] Eating The Big Fish by Adam Morgan: <a href=\"https://amzn.to/3pzZtos\" rel=\"noopener noreferrer\" target=\"_blank\">https://amzn.to/3pzZtos</a></li><li>Tony's Chocolonely: <a href=\"https://tonyschocolonely.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://tonyschocolonely.com/</a></li><li>Who Gives a Crap: <a href=\"https://uk.whogivesacrap.org/\" rel=\"noopener noreferrer\" target=\"_blank\">https://uk.whogivesacrap.org/</a></li><li>[BOOK] Prosperity by Colin Mayer: <a href=\"https://amzn.to/3av0tpz\" rel=\"noopener noreferrer\" target=\"_blank\">https://amzn.to/3av0tpz</a></li><li>[BOOK] Overthrow by Adam Morgan: <a href=\"https://amzn.to/3jVaBLl\" rel=\"noopener noreferrer\" target=\"_blank\">https://amzn.to/3jVaBLl</a></li><li>[BOOK] Overthrow 2 by Adam Morgan: <a href=\"https://amzn.to/3k4dTfd\" rel=\"noopener noreferrer\" target=\"_blank\">https://amzn.to/3k4dTfd</a></li></ul><p><br></p><p>Connect with Paul/Ape Creative</p><ul><li><a href=\"https://www.apecreative.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.apecreative.com/</a></li><li><a href=\"mailto:paul@apecreative.com\" rel=\"noopener noreferrer\" target=\"_blank\">paul@apecreative.com</a></li></ul><p><br></p><p>CONNECT WITH SCOTT:</p><ul><li><a href=\"mailto:scott.colenutt@sitevisibility.com\" rel=\"noopener noreferrer\" target=\"_blank\">scott.colenutt@sitevisibility.com</a></li><li><a href=\"https://www.linkedin.com/in/scottcolenutt\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.linkedin.com/in/scottcolenutt</a></li></ul><p>&nbsp;</p><p>CONNECT WITH SITEVISIBILITY:</p><ul><li><a href=\"https://www.sitevisibility.co.uk\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.sitevisibility.co.uk</a>/ </li><li><a href=\"https://www.youtube.com/user/SiteVisibility\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.youtube.com/user/SiteVisibility</a></li><li><a href=\"https://twitter.com/sitevisibility\" rel=\"noopener noreferrer\" target=\"_blank\">https://twitter.com/sitevisibility</a></li><li><a href=\"https://www.facebook.com/SiteVisibility\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.facebook.com/SiteVisibility</a></li><li><a href=\"http://instagram.com/sitevisibility\" rel=\"noopener noreferrer\" target=\"_blank\">http://instagram.com/sitevisibility</a></li></ul><p><br></p><p>For all show ideas, guest recommendations and feedback email <a href=\"mailto:marketing@sitevisibility.com\" rel=\"noopener noreferrer\" target=\"_blank\">marketing@sitevisibility.com</a></p> ","author_name":"Rough Agenda"}