How challenger brands use agility and smart investments to upend the status quo

David Ward

This article discusses how successful challenger brands use smart investments to better understand their customers' needs.

The best challenger brands make it seem easy to take on large competitors by not only offering innovative products and services, but also by establishing authentic connections and providing messaging that directly addresses consumer needs. This includes long-established brands that, despite decades of success, still retain their "challenger swagger"in the eyes of their customers.

So it's no surprise that today's successful challengers are quickly making use of the growth of digital platforms and figuring out new ways to integrate traditional tools such as out-of-home and event marketing with social, online, and mobile programs.

Andrew Pierce, U.S. president at the global...

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