Challenger Brands

Insights on challenger brands

Challenger Brands


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report covers Esurance's approach to taking calculated risks as it strives to outmanoeuvre larger rivals within the auto insurance space.


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report addresses Mizuno USA's efforts to activate its brand purpose and find a new way of connecting with running enthusiasts.


Marty Kane, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Molson Canadian lager raised its profile in Ireland with a treasure hunt run through social and digital media.


Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Newcastle Brown Ale played up to its image as a blatantly honest, no-frills beer brand in the US by parodying the advertising hype around the Super Bowl.


Martin Beverley, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy.


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report shows how Zyrtec, the anti-allergy medication, has successfully closed the gap on Claritin, the leader in the sector.


Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report shows how Julep, a challenger in the beauty category, has effectively used the principle of crowdsourcing to create new products and build its brand.


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.


Warc Exclusive, February 2015

This article provides marketers with information and guidance on building brands.

WARC RECOMMENDS


WARC BRIEFING

Challenger Brands

The theory and practice of shaking up the status quo


ARTICLE FOCUS

How market leaders can become challenger

How to apply challenger thinking in large firms


ARTICLE FOCUS

Eating the big fish

Adam Morgan's classic work on challenger brands


CASE STUDY

Koodo Mobile: Koodo El Tabador

How a small mobile company shook up a big market