Unless you’re a category leader, your brand is likely in a struggle for attention in a crowded consumer marketplace. Fortunately, your business’s challenger nature may be the very thing that sets it apart from the pack.
On The Empowered Challenger Podcast, Prentice Howe of Door No. 3 talks with founders, marketers and thought leaders to explore the tactics that challenger brands leverage to steal market share and topple giants.
Kara Goldin had a serious Diet Coke addiction. Looking for healthier alternatives that didn’t involve artificial sweeteners, Kara started tossing fruit into her water. Little did she know, she was concocting the first recipe for what would become Hint, a $100+ million beverage brand, right in her kitchen.
As a former AOL VP turned entrepreneur, Kara never set out to challenge beverage industry behemoths — seriously, she refers to Hint as a “side hustle” she spent time on while job searching. She felt that Hint’s fruit-infused water could truly help consumers live healthier lives and kick the soda cravings for good.
On this episode of The Empowered Challenger, Kara talks about the “criminal” marketing tricks Hint set out to avoid, why being a challenger brand gives you an edge over launching the same product at a large corporation, how she spent her company’s early marketing dollars and what it was like to create an entirely new product category.
75% of Americans are chronically dehydrated. At any given moment, the vast majority of America is walking around at a level of hydration that doesn’t enable their peak level of focus and performance.
John Sherwin is here to change that. He cofounded Hydrant, a powdered hydration mix designed to quickly hydrate you with nearly three times the electrolytes as a regular sports drink. As a biology graduate from Oxford University, there’s no one more suited to craft this science-driven formula than John.
In this episode of The Empowered Challenger, you’ll get to nerd out with John as he talks about the science behind his hydration formula. He also discusses creating a product with a unique value proposition (yes, even in the sports drink market!), handling the loss of control that comes with shifting to retail stores and how he sticks to his ultimate goal of becoming the most trusted beverage company in America.
Did you know lawns are the third largest crop in the U.S.? Impressive, right? What about the fact that people put five times more pesticide on their lawns than what’s used per acre on industrial farms? Also impressive, but in the worst way possible.
Meet Coulter Lewis. He’s here to (literally) uproot an antiquated industry that hasn’t changed since the 1950s with his all-natural, sustainable and customized lawn care company Sunday.
In this episode of The Empowered Challenger, Coulter discusses how his clean branding and science-backed approach helped him break into a $48 billion industry. He explains how he earns the trust of potential customers, why launching direct-to-consumer was the right choice and how he’s challenging the long-standing beliefs of traditional, yet toxic, lawn care.
The next time you hit the restroom, odds are you’re probably not going to put too much thought into what you use to wipe. And that’s just the thing, toilet paper is usually an afterthought. But Samira Far’s aptly named company, No.2, is challenging our TP assumptions.
A true entrepreneur at heart, Samira founded No.2, which creates 100% bamboo toilet paper, to provide an eco-friendly option for that essential good we rarely think about.
No.2 boasts a superior wipe wrapped in vibrant, aesthetically-pleasing paper packaging — this toilet paper actually looks so nice it doubles as bathroom decor! Samira challenges the toilet paper industry in more ways than one: Her product is environmentally friendly, attractive, durable, and smoother than competitors, eliminating what she calls “butt crumble” (you’ll have to listen to learn more on that subject.)
In this episode, Samira talks about disrupting the toilet paper industry, how she was able to find a market opportunity most entrepreneurs overlooked, and how she plans to build a loyal customer base.
Visiting a doctor’s office usually isn’t convenient — especially in the midst of a pandemic. You have to take time off work and sit in the waiting room for at least 20 minutes. Sometimes, the majority of your “visit” consists of a healthcare professional typing information into a computer. All this time you spend at a doctor’s office can start to feel a bit meaningless.
Jon Pearce imagined a future where virtual doctor visits were more convenient. He co-founded Zipnosis — a white label, B2B software platform that allows healthcare providers to offer asynchronous care in just a few minutes.
But Zipnosis wasn’t an immediate success. In fact, Jon credits a competitor with aiding the company’s rise.
All Fran Dunaway wanted was a nice shirt for work.
She was looking for a menswear-quality button-up shirt — the ones with cool patterns and fun details — but tailored for a woman’s body. To Fran’s frustration, this type of product didn’t exist — yet.
Fran knew she wasn’t the only one struggling to find gender-neutral clothes that would help her confidence, so she came up with her own solution: TomboyX. Fran and her wife created a Kickstarter campaign to launch the business. They raised $76,000 in just 30 days (!) — Fran knew they were on to something huge.
In this episode, Fran discusses how she and her wife built a successful clothing company from the ground up — with absolutely zero industry or marketing experience. She talks candidly about navigating the challenges, and how her brand is adapting to the current socio-economic climate.