Agency: Rainey Kelley Campbell Roalfe/Y&R | Authors: Sherree Halliwell and Tom Morton |
Virgin Mobile
In the red corner
How Virgin Mobile challenged the mobile phone establishment on behalf of the public
INTRODUCTION
Challenger branding is a much discussed but little measured idea.[1]The notion that ambitious second-tier brands can achieve rapid growth by pursuing a radically different strategy from established brands is appealing (Morgan, 1999). Brands that pursue a challenger strategy, such as Absolut and Swatch, are sexier than defensive, dependable market leaders. And it's often more fun for marketers to work for the...