Laying Foundations Before The Chickens Come Home To Roost

I recently met with the CMO of a substantial organisation, who expressed frustration about a dominant competitor’s market presence and their own brand’s comparatively limited visibility.

“They have enormous budgets,” they explained. “They can afford major campaigns with that level of reach. We simply don’t have those marketing resources.”

I appreciate the CMO’s position entirely. Building brand awareness while competing against established industry leaders is genuinely challenging. However, the conversation prompted me to think about how that particular ‘giant’ achieved their position in the first place.

Certainly, they benefit from longevity – 40 years in the market compared to 30 for the challenger – which has provided them with an additional decade to refine their proposition, develop their organisation, improve their products, and establish their brand. But what’s particularly notable is that the large company in question has consistently invested in building awareness throughout its history. High-profile sponsorships, prominent outdoor advertising, and strategic PR initiatives have been integral to their approach from the outset. I was familiar with their brand well before I became involved in their relatively specialist sector.

And while there’s no shortage of credible quantitative research supporting the value of sustained brand investment, what might prove more instructive – and persuasive – for boards is to examine how market leaders behave. Because they invariably allocate significant, above-industry-standard resources to marketing and brand development.

So, perhaps challenger brands should focus more on laying the groundwork. Before the consequences of inaction come home to roost.

Written by Simon Case

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