It's that time of year again! A Sales Kickoff (SKO) meeting is a cornerstone for energizing your sales team and aligning them with your company's goals. It sets the tone for the year, fosters collaboration, and provides valuable insights to empower your team to succeed.
Thu, Apr 7, 2016 — As they say, “Dumb as a fox.” Attitudinally provocative “Challenger” brands have long been around for decades using contrarian positioning (The UNCOLA!) to separate them from the more normative incumbent brands in a given category. But in recent years with disruption strategy almost becoming the expected method of launching every new product, we seem to see more brands becoming the champions for disaffected consumer segments by promising a substantially better product or deal and by attacking the category leader with advertising featuring a loud, irreverent or downright outrageous brand persona. More or less censorship free online media have also opened the door to the use of profanity and lowbrow bathroom humor by some Challenger brands to create even greater juxtaposition between the new upstarts and the brands they mean to steal share from.