Challenger Brands

Insights on challenger brands

Challenger Brands

Stephen Whiteside, Event Reports, Direct Marketing News Webinar, August 2015

This event report shows how Newton Running, a challenger brand in the athletic footwear space, is using social media to stand out from the category’s big players.

Joseph Clift, Event Reports, Cannes Lions, June 2015

This event report looks at how one brand went about entering a new category and challenging the market leader there.

Lena Roland, Event Reports, Marketing Week Live, April 2015

This event report considers the argument that limitations on resources can lead marketers to think more creatively about how they can best use what is at their disposal.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the small, US direct car insurance brand Esurance overcame low awareness and big media spending competition by giving away $1.

Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report provides an insight into how challenger brands can seek to take on category leaders.

Walt Barron and Alex Brands, Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Sennheiser, the headphones brand, used a content strategy with a bit of a 'weird' feel to appeal to millennials in the UK and US.

Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report outlines how the Guardian, the London-based print and online news provider, is adopting a challenger brand mentality to progress in the US.

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.



Challenger Brands

The theory and practice of shaking up the status quo


How market leaders can become challenger

How to apply challenger thinking in large firms


Eating the big fish

Adam Morgan's classic work on challenger brands


Koodo Mobile: Koodo El Tabador

How a small mobile company shook up a big market