How Yonder Is Building a Challenger Credit Card to Crush AMEX

Welcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a  modern rewards credit card with no foreign exchange fees, worldwide travel insurance, and many more benefits.

Tom & Eric discuss the importance of creativity in marketing and the pivotal role it plays in brand positioning & differentiation. Tom sheds light on how the CEO at Yonder has given him creative freedom that helps them think & act outside the box, moving beyond the often restrictive traditional marketing metrics & measurement models. Tom provides an insightful walkthrough of Yonder's strategic identification of a market gap in the perception of credit within the UK, meticulously crafting its unique selling proposition, offerings, and messaging to seamlessly align with this discerned opportunity.

Together, they dive into the innovative campaigns led by Yonder, aimed at resonating with the daily experiences of their audience. Tom highlights the importance of building an internal culture that supports creativity, which in turn, leads to a more dynamic and engaging marketing narrative. They discuss how this open approach not only boosts brand engagement but also fosters a collaborative atmosphere within the marketing team. Through examples like the 'Make it Rain' campaign, Tom illustrates how associating positive, enjoyable experiences with a brand can create a lasting impression beyond conventional marketing metrics. The episode illuminates the delicate balance between nurturing creativity and achieving business growth, offering a wealth of insights for challenger marketers navigating the currents set by their established counterparts.

Chapters:

(03:00) - What is Yonder?

(04:23) - Favorite Challenger Brand

(06:25) - Driving Cultural Change Around Credit and Rewards

(21:31) - Building an Early-Stage Marketing Practice

(26:20) - Building a Community Around the Brand

(43:30) - Lightning Round

Watch the video version of this episode on YouTube 🎬

"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. 

In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. 

Find Rival online at www.wearerival.com, LinkedIn, and Twitter. 

Watch the video version of this Podcast on YouTube.

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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, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024