How to create a successful craft brand

This article posits that challenger brands don't need the huge budgets of established competitors to break into the market - by concentrating on craft and attention to detail, and understanding certain principles of neuroscience, new brands can carve out a niche.

New and disruptive brands have always been part of the fabric of marketing. As long as brands have existed, there have been challengers chipping away at them, trying to carve out a territory for themselves. But it's not simply as binary as The Establishment vs. The Disruptor. There's a third way, where you don't have to break the system to chart your own course.

In this article, we'll look at three brands in the context of what we know about neuroscience and consumer decision making, to understand how they each – in totally different sectors – have managed to shape...

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