Lorries in the news: building a challenger brand

challenger brand

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The lorries are back in the news! This time offering some valuable advice to challenger brands about how they can grow from digital disruptors to industry leader in today’s ultra-competitive business world.

Our UK director Hannah Patel spoke to Lauren Christopherson from cloud-based connectivity solutions provider LogMeIn, to get her insight into the various PR and marketing tactics the company has used over the years to grow and get its message across in a crowded marketplace.

For example, Lauren explains how LogMeIn has had to adjust its approach to PR in order to keep up with wider industry trends, as well as outlining why businesses shouldn’t ignore traditional PR.

“Yes, marketing is changing and there are all these different avenues you can go down with digital marketing and demand generation and the like, but building those relationships with individual journalists who in turn become influencers for your product and your brand will always be important to drive that top of funnel activity,” she said.

Click here for the full article in PR Week.

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