How to build a challenger brand

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

How to build a challenger brand

Nick Geoghegan

Jump to:Definition | Where to Start | Essentials | Checklist | Case studies | Further reading

Challenger brands are not defined by their state of market, but by their state of mind. They are brands and businesses determined...

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