Embracing the underdog: The Australian challenger brands disrupting their categories

Challenger brands are not necessarily small or niche but can be any brand that is ready to disrupt by bringing something new to a category.

With a love for the underdog at its core, Australia has wholeheartedly embraced challenger brands of all shapes and sizes. Challengers, such as the furniture brand Koala, have become well-known and well-loved for their ability to poke fun at the category...

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