Life isn't easy for small or new brands, but many are fighting back and we call them "Pufferfish Challengers" 🐡
⚡ Our latest #RivalSpark looks at #Challengerbrands who've used opportunities in greater traditional media access, influencer marketing and social commerce to appear larger than they are. We've used Attest survey research in the US / UK to compare consumer attitudes to those from our original #PufferfishChallenger piece published in 2022, to answer if brands can still 'puff' like they could last year.
🐡 Our findings show that the chance to be a 'Pufferfish Challenger' still exists, though how to do it is changing. Greater access to trusted #media channels like TV for smaller brands has shown to potentially erode trust, while influencer opportunities are diversifying. TikTok has shown to be an increasing opportunity for brands that want to grow recommendation and sales quickly, becoming a growing opportunity for new and challenger brands.
Becoming a Pufferfish today requires an understanding of the nuance of channel strategy, how users approach different social media platforms and specific ways to leverage influencers, which we outline below.
Read the full report above or click here - Pufferfish Challenger Report
Link to the Attest Dataset behind this report - here
#trends#consumerbehaviour #challengers #branding #mediastrategy #marketing #socialmedia #influencers #trust #commsplanning
