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The 10 Biggest Marketing Lessons from 100+ Leading CMOs | Scratch by Rival

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As marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth,  successful campaigns, and ultimately, we want marketing to have an impact. So why are these so hard to achieve?

In this fast-paced, ever-evolving world of marketing, the volume of information can be overwhelming at times and obsolete at others.  It’s a daunting and steep learning curve for marketers who are on a mission to change their categories or their entire industries.

In this week’s episode, we take a deep dive into how to market like the best brands in the world and truly set yourself apart as a challenger brand. Distilling the knowledge of 65 episodes of Scratch and 100s of conversations we’ve had with the best CMOs in the world from PepsiCo to P&G, Beavertown to Bloom & Wild,  we decode the 10 core principles of how to market like the best challenger brands in the world.

You'll hear from the likes of Gary Vee,  Linda Boff, Rory Sutherland, and Jim Stengel on topics ranging from customer centricity to frameworks for innovation and the ability to understand and utilize data correctly. In this special episode, we cover all the timeless principles you need to be a high-performing modern marketer. Use this episode as a reference guide and drop in and out for the chapters and feel free to check out the full episodes all linked below.

Welcome to Challenger Marketing Decoded!

🎧Listen to this episode on your favorite platform -

⚡️Mentioned in the show:

CMO Mindmap -

Jobs to be done Framework -

BRIDGE by MENA fintech association -

Episodes from the show:

Soyoung Kang (eos):

Linda Boff & Zara Mirza (General Electric):

John Sheldon (Smile Direct Club):

Matt Webster (Activision):

Martin Lindstrom:

Rory Sutherland (Ogilvy):

Mark Kirkham (PepsiCo):

Raja Rajamannar (Mastercard):

Kate McCutchen (Seedrs):

Gary Vaynerchuk:

Jim Stengel (Former CMO of P&G):

Aron North (Mint Mobile):

Eddie Revis (Magnolia Bakery):

Rory McEntee (Gymbox):

Henry Chilcott (Formula E):

Tom Rainsford (Beavertown) :

Susan Allen-Augustin (HereWeFlo) :

Charlotte Langley (Bloom & Wild) :

Gil Efrati (Resident) :

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler. 

Find Rival online at, LinkedIn, Twitter

Watch the video version of this Podcast on YouTube.

Find Eric on LinkedIn and tweet him @efulwiler

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