2021 Pandemic Brand Playbook: Decoding (and leveraging) the “disruptor” gene of challenger brands

Discusses why changing US consumer attitudes and behaviors during the pandemic have made this a perfect time for the rise of challenger brands.

This article is part of the September 2021 Spotlight US series, "How consumers are wrestling with 2021's uncertainties." Read more

Pandemic lockdowns, with the impact they had on US consumer routines, needs, path-to-purchase and brand loyalty, have frequently been cited as accelerating changes that were already underway. While there have been clear winners and losers during the

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