How market leaders can become challenger brands once more

Adam Morgan

We are accustomed to thinking of challengers as small, often new, entrants taking on existing and occasionally complacent market and brand leaders.

How market leaders can become challenger brands once more

Adam Morgan

Warren Buffett recently revealed that when he plays online bridge against Bill Gates, the founder of Microsoft assumes the nom de guerre of 'Challenger X'.1Now we see Microsoft, after years...

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