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Article

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.

Article

This article covers how Reliance Jio, a telco challenger brand in India, has seen rapid growth in market share by launching its service for free.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Article

This article covers how Circles.Life, a challenger brand, is disrupting Singapore's highly competitive telecommunications category with innovative data products and mobile-first customer experience.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Case Study

This case study explores how Eaton Corporation, a multinational power management company, ran a national campaign in the US where desk toys entered a mock-presidential race in order to engage IT professionals.

Case Study

This case study explores how Hippeas, a health food start-up, launched a campaign in the UK and the US to promote its chickpea products.

Case Study

This case study shows how 10X Investments, an investment management company, used a viral video campaign to make South African consumers aware of high investment fees and increase brand awareness.

Article

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Case Study

This case study describes how Hippeas, a British vegan snack brand, launched its premium proposition with the added value of affordability, with a design that was instantly recognisable and simple.

Case Study

This case study explores how Cawston Press, a British soft drinks manufacturer, was capable of increasing sales with its promotion of taste and excitement in a commoditised sector.

Case Study

This case study describes how EQ Bank, a digital bank, successfully launched in the Canadian market.

News

BOSTON: Politicians and their aides make use of many of the techniques and stratagems of the advertising and marketing industry, but the recent presidential election suggests they should pay closer attention to brand relationships, an academic has ...

Case Study

This case study describes how NRG Energy, an energy company, improved perception of solar power in the United States with its Solar Forecast.

Article

This event reports outlines how Kia, the automaker, has moved from humble beginnings to become a major success story in the US.

Case Study

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.

Case Study

This case study details how the nbn, a national open-access data network, increased media presence and consumer activations in the Australian market.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Case Study

This case study sets out how Roku, an online TV streaming service, used digital ads to promote a new product to tech-savvy people in the US.

Case Study

This case study describes how Indian detergent brand Active Wheel used its product pack to drive consumers to a specially-created mobile platform to target and help the wives of migrant workers and relaunch the brand.

Case Study

This case study describes how Clearasil, the acne specialist skin care brand, increased its relevance among teens in the US to raise sales.