How to build a challenger brand

Nick Geoghegan

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Challenger brands are not defined by their state of market, but by their state of mind. They are brands and businesses determined to change something about the category or the world. They understand that simply following the traditional way of doing things won't achieve the results they crave, so they change the rules in their favour.

Any brand or business can learn from the practices of successful Challenger Brands, regardless of their size or their category.