*Note: Apologies for the audio quality in this episode. We've tried to edit as much as the static/interference as possible and decided to publish the podcast because even though it's below our usual audio quality, there's a lot of great advice and insight here from Paul at Ape Creative that we thought was still useful.In today's episode we're joined by Paul Spirou, Managing Director of Ape Creative, a brand design agency working with food and drink businesses creating branding, packaging, digital, internal comms and category marketing to discuss 'Challenger Brand Thinking' as well as provide useful tips and advice to help you with your marketing success.In this episode we discuss:Where does the term 'challenger brand thinking' come from?Examples of challenger brand thinkingThe difference between brand challengers and disruptionsThe difference between USPs and UHBsHow well-established companies can redefine their beliefs for modern marketing successDo uniquely held beliefs have to be approached in a top-down manner?Referenced on this Episode:[BOOK] Eating The Big Fish by Adam Morgan: https://amzn.to/3pzZtosTony's Chocolonely: https://tonyschocolonely.com/Who Gives a Crap: https://uk.whogivesacrap.org/[BOOK] Prosperity by Colin Mayer: https://amzn.to/3av0tpz[BOOK] Overthrow by Adam Morgan: https://amzn.to/3jVaBLl[BOOK] Overthrow 2 by Adam Morgan: https://amzn.to/3k4dTfdConnect with Paul/Ape Creativehttps://www.apecreative.com/paul@apecreative.comCONNECT WITH SCOTT:scott.colenutt@sitevisibility.comhttps://www.linkedin.com/in/scottcolenutt CONNECT WITH SITEVISIBILITY:https://www.sitevisibility.co.uk/ https://www.youtube.com/user/SiteVisibilityhttps://twitter.com/sitevisibilityhttps://www.facebook.com/SiteVisibilityhttp://instagram.com/sitevisibilityFor all show ideas, guest recommendations and feedback email marketing@sitevisibility.com See acast.com/privacy for privacy and opt-out information.