MarketingMarketing Challenge Is A Risk Or Opportunity For Brand

Marketing Challenge Is A Risk Or Opportunity For Brand


Some brands use it as a marketing strategy to connect with younger consumers through networks. The marketing challenge is based on launching challenges to your followers in exchange for receiving likes or certain rewards for those who overcome them. The recent death of the young Brit Archie Battersbee highlights the care that must be taken with strategies.

The vast majority of these challenges come across as humorous within teenage student environments. Challenges such as the Mannequin Challenge, known in Spanish as the mannequin challenge and which went viral in October 2016, were born here. It consisted of posing motionless while a moving camera filmed it. Then it was uploaded to the networks, generally with the musical theme Black Beatle, by Rae Sremmurd in the background. 

Characters such as Hillary Clinton, Paul McCartney, and Cristiano Ronaldo participated in the challenge, while Rae Sremmurd conquered the first position on the Billboard Hot 100 music chart in November of the same year with her song.

Before the Mannequin Challenge, the Ice Bucket Challenge became famous, a challenge with alleged solidarity purposes consisting of pouring a bucket of ice water on your head to give visibility and raise funds for research into Amyotrophic Lateral Sclerosis (ALS). Bill Gates, Steven Spielberg, and Justin Bieber were some of the many celebrities who contributed to the cause.

Now there is talk again of another fashion challenge, the Knockout, a challenge whose risk has been warned for years. It is about causing a faint by suppressing the entry of oxygen to the brain, either by tying something around your neck or with the help of a friend who presses on your chest. The fainting is recorded and uploaded to the networks. This is the one that, supposedly, has caused the death of the 12-year-old British boy Archie Battersbee, after remaining brain dead since last April.

The event has unleashed a wave of criticism against this type of challenge and against social networks charging the inks, especially against the TikTok platform, the most followed at the moment by adolescents. However, the truth is that what is now called Knockout has been circulating in classrooms around the world for dozens of years, including Spanish ones, and long before networks appeared.

The ‘Challenges’, Owners In The Networks

The difference is that now there is a camera and there are many more who, thanks to the networks, can see the ‘feats’. If, in addition, an influencer or a popular person adheres to the challenge, the amplification of the action is guaranteed. According to an April 2022 study on the TikTok application, 21% of users between the ages of 13 and 19 acknowledged having participated in online challenges with the main purpose of getting likes, increasing their popularity, or simply joining a group of friends. That the challenges are accessible, that is to say, that their execution does not require complex materials, makes it easier for many more young people to be interested in them.

In this line, there are also those known as ‘challenger brands’ which present themselves as challenging, ambitious, daring, brave and that accept risk as something necessary to win. They are the values ​​that they communicate to their followers, but they do not always have to be associated with dangerous challenges. It has already been seen that there are challenges of all kinds, from supportive, to fun and dangerous.

In the hands of the one who launches them, it is discerning the possible risks that derive from the challenge. In principle, the challenges that brands usually launch to increase their popularity are related to actions associated with issues such as sustainability. An example can be found in yoPRO with which Danone challenged athletes to travel routes and share the test through photos and videos while publishing Alpro recipes with their product as an ingredient. 

Along the same lines, startups such as The Good Goal have launched applications that invite users to challenge themselves daily to reduce their environmental impact by adopting new habits and actions.

Institutions of a more serious nature, such as the Prado Museum, have also made use of this trend. In this line, they joined the challenge called 10 years challenge, consisting of publishing comparative photos that show the change of people in ten years by making a photo montage with a photo from a decade ago and another from today. 

The Prado showed through its social networks, Twitter, Instagram, and Facebook, illustrious figures from the art gallery, such as the Infanta Margarita, Baltasar Carlos, and Alfonso XIII portrayed over an interval of a decade. With this proposal, the Prado Museum invited its followers to join in the search for new protagonists.

The challenge also served brands such as Facebook or Rovio to tune in with the audience by showing the company’s work environment with a group of its employees dancing the Harlem Shake.

When Things Get Out Of Hand

However, the risk of launching a challenge is that neither the interpretation that is made of it nor the actions that it can trigger are always controllable, which are not always the desired ones, especially when your target audience is teenagers whose brain is still in development.

Take the example of Netflix with the release of the movie Bird Box when some of the viewers, for fun, created the challenge of recording themselves doing things blindfolded imitating the protagonists of the film. Some even drove with their eyes closed, a reason that led YouTube to apply its content restriction policies and ban dangerous prank and challenge videos. 

Netflix also issued a statement on Twitter asking fans of the film to abandon the challenge. Despite the dangers of the challenge, the film could not have had a better promotional campaign: spontaneous, free, and viral

Any challenge that can be taken to the extreme and invites to commit actions in which young people have to ‘measure up’ is disposable so, if you are not clear about it, it is better not to launch them.

Frequently Asked Questions About Marketing Challenges And Opportunities Of Branding

What are main challenges of branding?

1. The first impression can last for weeks, months, or years.

2. Every single interaction you have with a consumer is a brand experience.

3. Your brand’s identity is who you are and what you represent.

4. Branding is the most challenging and important part of your business because it’s the foundation of all the other marketing efforts you will do.

5. You should invest at least 5% of your revenue into branding.

6. To create a brand strategy, you need to understand the basics of marketing and advertising.

7. Branding is more than a logo. It’s about your product or service’s personality.

8. Most brands live in the minds of the consumers.

9. Brands have to keep evolving to maintain

What are branding challenges and branding opportunities with examples?

1. If you have a new product, challenge yourself to see it through to launch.

2. Ask a customer what she needs from your company, then meet those needs.

3. Identify and fix common customer pain points early in your relationship.

4. Get your name out there so people remember you.

5. Focus on your company’s brand image before any other marketing efforts.

What are brand challenges examples?

1. Coca-Cola’s “Share a Coke” campaign is all about encouraging people to drink more Coke.

2. Target’s “One Bag” initiative was designed to give one million people the opportunity to carry only one bag of groceries for a week.

3. McDonald’s launched a promotion called “Big Macs for Soldiers,” which gave soldiers free Big Mac meals.

4. In 2012, the American Heart Association launched a new initiative called “Let’s Move.” It’s the first national campaign aimed at children to lower obesity rates.

5. Nestle’s “Share a Cup” program encouraged consumers to share their favorite mugs with friends.

What are branding opportunities with examples?

1. Make your brand a noun.

2. Branding should be visible.

3. Your brand should have a purpose.

4. Your brand should have a personality.

5. Your brand should have a voice.

6. Starbucks is selling coffee-infused vodka.

7. A company is selling coffee-flavored toothpaste.

8. A company is selling a coffee-flavored chocolate bar.

9. A company is selling an espresso martini.

10. An energy drink is selling “energy” with coffee flavors.

What are major brand challenges and opportunities?

1. The challenge: The millennial generation is coming of age. They’re starting businesses and looking to brand-building as a career.

2. The opportunity: There are more people who want to be business owners than there are business owners who want to run a business. So the brand building will become even more important in the years to come.

3. The challenge: As more people look for solutions outside traditional channels, it’s becoming increasingly difficult to reach your customer.

4. The opportunity: Businesses need to embrace new technology and make customer service more accessible than ever before. If they don’t, consumers will start to go elsewhere.

What are challenges of brand positioning?

1. Be careful not to conflate your brand with the brand of your audience.

2. Ensure the message of your brand is consistent across all channels.

3. Be consistent with your brand identity across platforms.

4. Identifying your unique competitive advantages, and your differentiators.

5. Defining your target customer.

6. Building a strong brand identity.

What are the challenges and opportunities of brand?

1. The challenges include being the biggest fish in a tiny pond.

2. The opportunity is to take risks and have fun while building a brand.

3. The challenges include having to think and act faster than your competition.

4. The opportunity is to take charge of your own destiny and develop your brand into something great.

5. The challenges include having to juggle all your hats and having to be everywhere at once.

6. The opportunity is to get to know your customers and how they use your product.

7. The challenges include having a limited number of options and limited resources.

8. The opportunity is to think like a business owner and work smarter, not harder.

What are the marketing challanges?

1. Create an emotional connection between consumers and producers.

2. Create a new, unique way to communicate with customers.

3. Deliver a compelling value proposition that is so clear and concise, that people can’t help but buy.

4. Drive consumer engagement.

5. Craft messaging that drives action.

What is a branding opportunity?

1. Create a product that makes people laugh.

2. Create a product that makes people cry.

3. Create a product that makes people want to take care of the planet.

4. Create a product that makes people take care of their bodies.

5. Create a product that makes people take care of their minds.

6. Create a product that makes people feel more confident.

7. Create a product that makes people want to travel.

8. Create a product that makes people think of their friends.

9. Create a product that makes people want to treat themselves.

10. Create a product that makes people feel good about themselves.

What are the challenges specific to marketing service brands?

1. Service Brands Must Be Seen As Different

2. Service Brands Should Create Value and Build Trust

3. Service Brands Should Create Meaningful Experiences

4. Service Brands Should Have Realistic Expectations

5. Service Brands Must Provide Value in Every Decision

6. Finding ways to be different, unique, and authentic.

7. Managing the ambiguity inherent in the “service brand” nature.

8. Marketing services brands without alienating consumers.

9. Creating a service brand that fits your brand personality.

10. Determining the right balance between the service brand’s customer and employee experience.


In conclusion, The main idea behind a good marketing campaign is to attract the right people to your brand and keep them engaged. This requires a great deal of strategy, planning, and creativity. It also involves testing the limits of creativity to see how far you can push your message. Your marketing strategy will be successful only if it attracts the right audience to your brand and keeps them engaged.


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