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...
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.
