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The Whole Marketer Ep118 - Challenger brands with guest Kerttu Inkeroinen
26th March 2024 • The Marketing Society podcast • The Marketing Society podcast
00:00:00 00:29:12

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Episode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed. 

Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets and resources meaning marketers need to be harness their strengths, creativity, agility and risk adversity to thrive. 

Abby’s guest expert to discuss is Lucky Saint’s Marketing and eCommerce Director, Kerttu Inkeroinen, awarded Marketing Week’s Top 100 Most Effective Marketers 2023 and recently won Brand of the Year at the Marketing Society awards. 

In this episode Kerttu shares the differences in culture and marketing skills between established vs challenger brands, insight into where her brand focuses and how they play to their strengths. Plus Kerttu’s career highs and lows and advice for marketers of tomorrow. 

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Kerttu Inkeroinen | LinkedIn

This episode is sponsored by Stickybeak 

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Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com