Challenger Brands

Insights on challenger brands

Challenger Brands


Joseph Clift, Event Reports, Cannes Lions, June 2015

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


Lena Roland, Event Reports, Marketing Week Live, April 2015

This event report considers the argument that limitations on resources can lead marketers to think more creatively about how they can best use what is at their disposal.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Coca-Cola challenged the market leader Pepsi in the UAE, increasing brand love and market share by targeting the significant expat Asian community.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the small, US direct car insurance brand Esurance overcame low awareness and big media spending competition by giving away $1.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Insurance Australia Group's brand NRMA Insurance differentiated its cover from its competitors.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Samsung NZ built up demand for its Galaxy S4 smart phone in New Zealand by generating hype before the launch using an online queue as opposed to the physical queue typically seen for Apple's new products.


Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report provides an insight into how challenger brands can seek to take on category leaders.


Walt Barron and Alex Brands, Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Sennheiser, the headphones brand, used a content strategy with a bit of a 'weird' feel to appeal to millennials in the UK and US.


Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report outlines how the Guardian, the London-based print and online news provider, is adopting a challenger brand mentality to progress in the US.

WARC RECOMMENDS


WARC BRIEFING

Challenger Brands

The theory and practice of shaking up the status quo


ARTICLE FOCUS

How market leaders can become challenger

How to apply challenger thinking in large firms


ARTICLE FOCUS

Eating the big fish

Adam Morgan's classic work on challenger brands


CASE STUDY

Koodo Mobile: Koodo El Tabador

How a small mobile company shook up a big market