Deep pocketed incumbents will by definition appear more institutionalised and established. Therefore your branding strategy is more likely to succeed if you appear to adopt a radical approach which challenges the establishment. Clients of established providers will also be used to high standards: don’t spread your limited budget thin – instead focus on one core feature which is essential, but do it in an uncompromising, razor-sharp way which actually outperforms the incumbents’ offerings, for instance where they might suffer from inertia or tech debt.
Clement Larrue
CEO & Co-founder, Tranched
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To beat deep-pocketed competitors, focus on purpose and community. Define your unique “why” and tell a story that resonates. Build a tribe, not just a customer base, creating a movement people want to join. Use digital guerrilla tactics to stand out and go where your audience is. Leverage proprietary data to refine your offering and stay agile, anticipating customer needs better than anyone else. Offer risk-free ways to experience your value and turn each customer into an advocate. Play a different game-focused, scrappy and relentlessly aligned with what matters to you and your audience.
Jay Gujral
Managing Director, Connectd
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At Napo Pet Insurance, we believe success is rooted in building a scalable culture of caring and compassionate support, empowered by digital innovation. We hire people who are committed to delivering a 6-star customer experience, focused on providing the best pet insurance and helping pet parents feel responsible and fulfilled. Our authenticity drives loyalty as we prioritize what truly matters to customers (and their pets), making a real difference every day, one pet family at a time.
Jean-Philippe DOUMENG
Co-founder & CEO, Napo
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Resources will always be constrained, this is the nature of it and should be considered a strength because it will require your organisation to focus. Narrow down the target audience and focus your resources absolutely in the pursuit of this target. Move as rapidly as possible – your deep pocketed competitors will likely move more slowly. These tactics will enable your brand to become loved by this small and highly coherent group. Use that as your launchpad to learn and grow.
Isambard Poulson
Chief Technology Officer, Huq Industries
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To take on industry giants, you have to disrupt the norm. Launching Zeus, we knew we’d face entrenched players in logistics, so we embraced a fresh mindset. As young founders, we leveraged our unique perspective to drive digitalization and automation in a traditionally manual industry, changing mindsets by demonstrating how innovation unlocks efficiency and value. Our fresh perspective isn’t just an edge, it’s been key to our success.
Clemente Theotokis
Co-Founder & MD, Zeus
