Ben Thinking: We're all challenger brands now.
It's a sign of the times, kids.
(Originally released 7.8.26)
Akhia represents a fairly large number of manufacturing companies – hence our manufacturing niche. But you may be surprised to learn that a lot of B2B manufacturers ask us about our consumer manufacturing clients. They love the creative freedom consumer brands seemingly have, the willingness to try new things because of the shorter proof periods and the scrappy, gritty way in which a lot of challenger brands fight.
I want to talk about that last example for a second—challenger brands.
Challenger brands need their dollar to do twice as much. As our first article details: “Every marketing dollar spent needs to do “double duty” — building up the brand and driving the sale at the same time.”
As much as I agree with this…have we hit the point where every brand needs to be thinking like a challenger? And maybe they need their dollar to do three jobs? (I’d add that it should support your sales enablement strategy.)
News flash – marketers are increasingly being asked to do more, with less. (Really, we have been for quite some time…maybe since the dawn of time?) We are constantly using every dollar and tool at our disposal to shift behavior. But maybe it’s time we shifted our own. Matching a strategy to a budget is one thing. Shifting the thinking to get more from that budget? That seems like the real differentiator to me.
We know more about the buyers than we ever have before. And buyers know more about us (our brand, our product, our service) – so where are we really putting our time when it comes to the strategy? That’s the future of marketing – challenger brand or not.
More dollars v. stronger dollars?
Challenge accepted.
Onto what I’ve ‘Ben Thinking’ about:
As mentioned in the open…that story about challenger brands, is a good one! (Marketing Dive)
Speaking of budgets…apparently your PR budget will double in 2027. Yay!!
Manufacturing added 3,000 jobs in June. But ignore that number.
The real number we should be watching: 529,000 open manufacturing roles, up 32% over last year. But, as the numbers show…only 3,000 of those seats were filled.
The jobs are open. The willingness to pull the trigger isn't.
So is it good? (Yay, we added 3000 jobs!) Or bad? (Wait a second…there’s over 500k open jobs!)
The answer? Somewhere in between. Like everything else these days. And it's looking like the environment for the balance of 2026.
Stop me if you’ve heard this one before, but tariffs, interest rates, energy…nobody wants to commit until the ground stops shifting. But, the ground isn't going to stop shifting.
So...what? What can we, as marketers and leaders do? Half a million open roles means the fight for talent can be won with a simplified story. A strong employer brand strategy. The company that can say why work here wins.
Something to think about: If you’re dealing with this, your competitors are too. So when their leadership freezes, their marketing spend might freeze with it. In other words, competitors will go quiet. So let’s be different…let’s be the ones that keep showing up.
How? Start with a close look at your employer brand strategy. Or have us audit it.
We’re so soft.
Ah, summer. When we enjoy soft serve ice cream. Soft beach towels. And soft summer schedules.
But you know what else is soft? Our skills. And we should be sharpening them as AI continues to move in on our territory. Here are five skills AI can’t match or help you upskill. And ways to keep honing them.
Stress. It’s a thing.
And you can choose how you respond to it. No, literally – thanks to an HBR article, you can decide how you show up.
Are you a firefighter? An alchemist? A lighthouse? A diplomat?
This article identifies six ways to respond…which one are you? (I’m an alchemist.)
10/10 rule.
I know the job market is tough. And I know a lot of my readers are in-between jobs. Want to leave their job. Or are fresh off of college starting to look for jobs.
This article in CNBC’s MakeIt was a simple, focused approach to looking, whether you’re getting started or hitting the reset button. It’s called the 10/10 rule and it’s very similar to business development strategies I’ve used in the past. See what you think.
It’s the quick reads that cut the deepest.
So, your team isn’t listening to you? Maybe you’re talking too much? Maybe you don’t have anything to say?
Maybe you should read this blog from Leadership Freak:
7 reasons your team isn’t listening. (And five ways to be heard.)
For the pod squad.
Decoder: The CMO is a dying role. (But there’s hope…I think?)
This is supposed to be fun.
I can’t think of anything more fun than enjoying a Fourth of July/Independence Day reflection from Mike Lawrence. He rewatches the movie ID4 every year. What did he learn watching it this year? We maaayyybeee are addicted to work.
Independence & the Future of Work: An Essay.
A few Cliff Clavins for ya.
- Did you know…the most popular soccer cleat in the World Cup is pink?
- Here is the most popular potato chip brand, by state. (Ohio is Lays…I’m more of an Utz guy so whatever.)
- Turns out Taylor Sheridan isn’t the only one… Netflix is seeing viewers drop shows after the first season. (As in 50% of viewers!)
A few Ben Bruglers for ya.
- I just finished the WHAM! documentary on Netflix. I loved it. BUT, who knew ‘the other guy from WHAM!’ was so important? Without him…would we have had George Michael? I think not!
- I saw a Spirt Halloween sign up here in Kent. You can stop with this nonsense, Spirit Halloween. We have a freaking heat dome and you’re opening up your costume store already.
- I am loving the World Cup. But you know my favorite part? The WWE aspect to it, i.e., the incredible pain and performance of every injury. I feel bad when I see a real injury (which is…one out of every 10 flops?) but man, it’s good theater.
- Lastly, Spyda extended in Cleveland. He’s a top 5 Cavalier for me. And a top 10 NBA player, too. Ever since Utah was one of my NBA Ticket darlings. Let’s just all enjoy him. Especially when LeBron is averaging 13 assists passing him the ball next year.
Thanks for reading!
-Ben