The Mischief Playbook: How Challenger Brands Win Attention, Earn Loyalty and Build Cult Followings [9781398633155]

Overview

A challenger's brands sustainable competitive advantage is the willingness to do what other bigger brands won't.

Mischief in marketing can be both deliberate and strategic and the precise framework necessary for senior marketers to use to enhance performance and brand recognition, as well as break out of their usual category conventions. The Mischief Playbook by Rory McEntee focuses on specific strategies, and the psychology behind them, that drives audience attention through disruptive marketing, teaching marketers to assess and utilize the shift from interruption to content strategy.

Marketing leaders will learn how to:
- Take calculated risks in campaigns, considering geographic, cultural and legal contexts that shapes what is possible for your campaigns
- Break conventions, generating word-of-mouth that leads to profitability
- Build a marketing team capable of implementing actions at speed, and what needs to be considered when doing so
- Apply the book's frameworks to your own marketing plans, campaigns and creative briefs

Combining practical and actionable insights with the author's personal accounts, The Mischief Playbook helps mid-to-senior leaders make informed, evidence-based disruptive decisions that drive following, profitability and performance.