Warc Briefing: Challenger Brands

This briefing, written by author Adam Morgan, offers an overview of the history, theories and key trends related to Challenger Brands.

Warc Briefing: Challenger Brands

Adam Morgan

Definition:A Challenger brand is a brand seeking to grow in the face of an established market leader and the status quo in its category. It can also be a brand in an emerging or nascent market aiming to expand by challenging a consumer mindset.

Quick facts

  • The concept was effectively introduced to marketers by the 1999 publication of Eating the Big Fish: How Challenger Brands compete against Market Leadersi.
  • A Google search for 'Challenger Brands' yields about 3 million hits.
  • In 2010, search engines (Bing), cleaning products (Method) and airports...

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