Structures, agency partnerships and talent: how challenger brands can supercharge growth

For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.

Challenger brands can be found in every industry, from technology to teabags, but no matter where you find them, they’ll stand out for their motivation to do one thing: question the status quo. They come in many forms, because the status quo exists on many levels and there are many ways to enact a challenge to it. Not every challenger brand is a freshly formed start-up and not every challenger brand is small either. Brands like BrewDog, Monzo and GoPro have shown that, by exploiting underserved needs and new media and distribution channels, challenger brands can make it big. Or...

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