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Challenger brands


Key reading

Method

New strategies from a new generation of challenger brands

Adam Morgan discusses five valuable strategies that can be adapted from a new generation of 'challenger brands'. He uses several practical examples, including one from method, which has build "unique visibility" into its packaging as an alternative to advertising.

How to build a challenger brand

Best practice for bending the rules and creating new paths to success.

Eating the Big Fish

Adam Morgan on how small brands can topple big ones if they take a different strategy.

The power of challenger brands to surprise (and often delight)

How brands like T-Mobile, Airbnb, Warby Parker and Dove take on their category leaders.
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Latest case studies

LIDL: Gaining a lot from Living a little

This case study demonstrates how investment and a brand campaign helped Lidl, a German discount supermarket chain in Ireland, achieve impressive growth and increase turnover in a challenging market.

Waterwipes: How showing ineffectiveness proved to be dramatically effective for a plucky little Irish business

This case study describes how WaterWipes, chemical-free baby wipes from Ireland, used the meaningful emotional difference in communications to grow the brand.

Orchard Thieves: Thieving the Spotlight

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

Lo Kar Lo Baat: Active Wheel

This case study describes how Active Wheel, an Indian laundry brand, used mobile technology to drive sales and brand awareness.

Latest articles

Warc Webinar: How to turn constraints into business and brand advantages

This webinar lays out strategies to help turn the apparent constraints (of budget, resource, time or talent) that we face as a daily business reality into stimulus to deliver more powerfully against brand purpose and business ambitions.

How to build a challenger brand

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

TomTom and DDB: Entering a new category and taking on Goliath

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

WOM and TV, two ways to build a brand: Insights from Moonpig and Naked Wines

For new business owners, building a brand can be done in a number of ways but budgetary constraints mean that word of mouth is likely to be important, at least in the initial stages.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com