Speed Read – Taking on the challenge
Lee PowneyKAE
This Speed Read was originally published in Admap – November 2012 issue.
The narrative of a challenger brand does not always have to fall into the stereotypical David versus Goliath scenario. Overthrow aims to offer marketers a more sophisticated and wider challenger canvas on which to base their strategies.
Overthrow – 10 Ways To Tell A Challenger Storyexplores a new generation of challengers from the last 10 years, overturning the clichéd and superficial view often assigned to the challenger brand. It explores a...