The power of challenger brands to surprise (and often delight)
Geoffrey PrecourtWarc
Challenger brands aren't necessarily the number-two entry in a hotly competitive category. And they aren't always just innovative products or services that redefine the rules of consumer engagement.
"When ambition is significantly higher than the resources you have available – and you are prepared to accept the implications of the gap between the two – that's when you become a challenger brand," Mark Barden, the San Francisco-based partner of eatbigfish, told an audience at the ad:tech San Francisco conference 2015.
Lagging in a category, he explained, "does...