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Beating Giants With No Money. The Challenger Brand Playbook [TBS 57, In Collaboration With UOB Finlab]
About this episode
The episode explores innovative marketing strategies for challenger brands, emphasizing community engagement and trust-building.
The traditional marketing funnel, awareness, consideration, conversion, is dead. Real buyers don't move in straight lines. Some jump straight to purchase. Others sit on the bench for six months. And some only buy because their friend did. Recorded live at the UOB FinLab SME programme, we dig into what actually moves people from curious to converted. From community-led growth to founder content, nano influencers to post-purchase loyalty, this episode covers the full picture. Meet the Guests Laura Kantor Hero Marketing, Southeast Asia, Canva - Building community without a single paid ambassador, and why Canva's growth engine isn't ads, it's people. Vanessa Tan CMO, STRYV - From launching POCO phone at Xiaomi Indonesia to competing with Dyson and Philips, lessons in brand-building for challenger brands. Don Siah Founder, Diamond Ateliers - From random Instagram videos to a flagship store on Orchard Road, how radical trust-building converts high-ticket buyers Key Takeaways: The 3 things buyers always look for before they pull the trigger (it's not more information) The trust formula for big-ticket purchases Why nano influencers (under 5,000 followers) can outperform celebrity…
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