Welcome to the Gumas blog.

You Might be a Challenger Brand If…?

November 5th, 2014 Written by

With apologies to Jeff Foxworthy, who has made a nice career out of pointing out, “You might be a redneck if…you think ‘loading the dishwasher’ means getting your wife drunk,” […]

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Why Challenger Brands Need Taglines?

October 8th, 2014 Written by

When you hear, “Don’t leave home without it,” you know we’re talking about American Express. When you hear, “The breakfast of champions,” you know it’s all about Wheaties. And, when […]

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Can A Mascot Bring Your Challenger Brand to Life?

September 10th, 2014 Written by

Think your brand might be a little tired, somewhat stale, too 2-dimensional? Need a shot of marketing adrenaline, a double brand espresso, some positioning glucuronolactone? Perhaps you need to bring […]

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What is Your Brand Essence?

August 14th, 2014 Written by

When Michelangelo carved his iconic statue of David, people would ask him how he created such a masterpiece. The Italian Rennaisance artist would respond, “I saw the angel in the […]

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Why Challenger Brands Love “Gorilla” Marketing

July 10th, 2014 Written by

If you’ve been following Gumas for any amount of time, you are no doubt familiar with our use of the 900 lb. Gorilla as the iconic representation of our clients’ […]

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The Importance of Company Colors for Challenger Brands

June 18th, 2014 Written by

In a recent new business meeting with a prospective client, a classic Challenger Brand, we asked the CEO what were their company’s corporate colors.With a saddened, but resolute look, the […]

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5 Blogging Tips for Challenger Brands

April 15th, 2014 Written by

Blogging is one of the most valuable tools that Challenger Brands have to engage with customers and ultimately build credibility. If you’re not blogging, it’s time to get started. A […]

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Best Practices to Build Your Brand on Twitter

March 28th, 2014 Written by

Is Twitter part of your social media marketing? Are you following best practices to build your brand and ultimately grow your business? Twitter is the ultimate “micro-blog” and provides challenger […]

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Email Marketing Terms Challenger Brands Should Know (Part 2)

March 7th, 2014 Written by


Email Marketing Terms Challenger Brands Should Know (Part 1)

February 20th, 2014 Written by

To help you better understand the world of email marketing, we assembled a list of email terms you need to know. In Part 1, we will highlight marketing-specific terms, whereas […]

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Are Specialized Business Publications Right For Your Business?

January 21st, 2014 Written by

Marketing in a business-to-business arena is full of endless media options. So, how do Challenger Brands get the most return from their media strategy? By targeting specific messages to specialized […]

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How Challenger Brands Should Use Google+

January 7th, 2014 Written by

According to HubSpot, nearly 50% of companies rate Google+ as important to their business. Just last year, 15% of marketers acquired a customer from this social channel. With 500 million […]

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