Speed Read - Taking on the challenge

This book expounds a new generation of challenger brands and explores an illustrative set of current examples from 'The Irreverent Maverick' to 'the Democratiser'.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands