Challenger Brands

Insights on challenger brands

Challenger Brands


Warc Exclusive, February 2015

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


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how Manomasa, a brand of tortilla chips in the UK, championed a new brand identity and packaging design in order to take on the industry giants.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study reveals how GoMacro, a nutritional snack brand containing macrobiotics, successfully challenged well-established brands in a crowded health food market in the US.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how The Library, a boutique London gym, attracted members by offering a sophisticated alternative to the existing fitness offerings.


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.


Aidan Power, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how KCB Bank Ireland launched Change Your Bank Day, an opportunity to realise its strategic ambition of becoming a top bank in Ireland by providing a day dedicated to making changing bank easy, translating this into media buzz and new customers.


Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Brazilian fashion brand Marisa created a wi-fi-enabled jacket to advertise their autumn-winter collection and regain lost sales and market share.


John Lowery, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Lidl, the supermarket chain, experimented with reducing the size of print materialsin Scotland and diverting budget into above-the-line advertising, whilst stressing the quality of its products.

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