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Key trends marketers in MENA need to know for 2022
What can we learn from challenger brands?
What makes challenger brands successful in today’s crowded, complex and challenging customer marketplace? A challenger is defined not by size or age, but by the mindset and model it applies to growth. Any business can (and should) think and act like a challenger if it wants to drive fast, sustainable growth and remain competitive in today’s marketing landscape. What we have seen time and again working with brands in this ecosystem is that there are five core traits that brands in the Middle East all have in common. From Dubai Tourism, to Careem, Kraft Heinz, Etihad, Saudia, NEOM and the Dubai Mall brands we have seen them behave boldly in delivering their experience and with conviction and passion in what they want us to understand and know about ‘why them?’
This article looks to distil into five key traits that we believe brands should look to have to consider themselves ‘challengers’. At Rival We believe you don’t need to be a start-up to be a challenger. There is hyper-growth potential in any business with the right marketing mindset and model. We work with business leaders to deliver market-beating commercial results by building brands and teams that think and act like challengers
- Courageous Focus & Creative bravery
Having a laser focus, an entrepreneurial state of mind, with business ambitions bigger than the resources available and a burning desire to do something memorable…
