This one is short, but compelling. We have a small-ish Brand—Sport Science Lab (SSL). They were even smaller at the time of this story.

SSL has an unconventional, revolutionary, Disruptive! training methodology for athletes. They don't believe in weights.
In fact, they believe that weight training actually destroys athleticism. This is not a popular position to strength coaches in football & other mainstream sports. So we looked at secondary, more open-minded sports. Like volleyball.

Well, here was a volleyball coach in Nebraska that found SSL online and was intrigued. Coincidentally ,the National volleyball championship tournament was being help in Nebraska that winter.

The category of soymilk is dominated by a Big Fish—Silk. They own 80% market share. Yes! That's 80%.
Yikes. Now, that's the kind of Big Fish Adam Morgan talks about in his book “Eating The Big Fish; How Challenger Brands Compete With Brand Leaders”

This is all about positioning. And (Quantum's favorite word) Disruption!

Silk's positioning is professional yet impersonal & unemotional, which may be fine for the brand leader.
But, it does leave an opening for our Challenger Brand–8th Continent Soymilk.
The new web site Quantum created takes the family positioning. As you know, a position must be relevant, be ownable and resonate with the prospect.

This is a new brand from the makers of Yummi Bears. The product is a gummy vitamin for adults.

Focus groups indicated a strong preference for a chewable adult vitamin. The fact is that over 74% of adults have trouble swallowing vitamins. This was a positioning issue. Slice of Life was first in the category but needed to be positioned against alternatives like liquid vitamins. Additionally, the delivery system could be viewed as frivolous or too sweet.

We helped Hero Nutritionals re-position this popular brand that was losing share of shelf to newer, more aggressive brands. The marketing strategy we developed focused the brand on promoting specific product benefits to specific target prospects. The “old” packaging was feature-centric, relying on the brand name to win-at-shelf.

Three-time Olympian David Jenkins walked into our offices 10 years ago with a new product–in a lab jar.
We helped him name the product, define the category*, position his new brand , create the look & feel, develop & execute a marketing plan that included packaging, direct response direct mail, magazine ads and PR. Eventually, tactics included TV spots, an interactive web site, event marketing and more.

So the Enemy of Good Enough works Saturdays, that goes without saying. If the client needs it, we do it, period. We have a shoot setup for a workout DVD in a pool on a Saturday.

The shooter we hired comes back to us on Friday with a bombshell: he couldn't get an underwater camera housing to rent. This is bad: without the camera housing, our video guy can't slip into his wetsuit and film underwater. Without that, the shoot is pointless.

Hero Nutritionals had a great product in a crowded segment. How do you stand out in a field with lots of imitators? Come to the Enemy of Good Enough, that's how.