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The challenger brands focus heavily on effectiveness; for instance, spending heavily on advertising through expensive media channels to tell their story. While this might seem inefficient in the short-term, challengers are focusing on creating strong connections with consumers rather than saving money.
Devoy gave the example of Copa90, a social media platform for football fans. They talk about not wanting to dance in the traffic. They use creative methods to tell their stories rather than trying to be relevant to different consumers. The brand uses creativity to make its point. The segments of its chocolate bars are unequal, to demonstrate the inequalities that exist in the global supply chain. A serious message is delivered in a playful way.
Personalisation through technology should be applied to a product, but not to the advertising of that product. Personalised advertising is viewed by the public as breaking the contract of privacy.
Insurance app Lemonade has revolutionised the way insurance is sold using Artificial Intelligence. The app uses friendly language, offering efficiency in a human way.
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