Virgin Mobile - In the red corner: how Virgin Mobile challenged the mobile phone establishment on behalf of the public
Sherree Halliwell and Tom Morton
Virgin’s launch into the mobile phone market is testament to two things: that even the most mature category can be disrupted by what we have come to describe as a challenger brand, and that positioning and branding alone are powerful commercial weapons.
| Agency: Rainey Kelley Campbell Roalfe/Y&R | Authors: Sherree Halliwell and Tom Morton |
Virgin Mobile
In the red corner
How Virgin Mobile
challenged the mobile phone establishment on behalf of the public
INTRODUCTION
Challenger branding is a much
discussed...
