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Challenger brands

Key reading


New strategies from a new generation of challenger brands

Adam Morgan discusses five valuable strategies that can be adapted from a new generation of 'challenger brands'. He uses several practical examples, including one from method, which has build "unique visibility" into its packaging as an alternative to advertising.

How to build a challenger brand

Best practice for bending the rules and creating new paths to success.

Eating the Big Fish

Adam Morgan on how small brands can topple big ones if they take a different strategy.

The power of challenger brands to surprise (and often delight)

How brands like T-Mobile, Airbnb, Warby Parker and Dove take on their category leaders.
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Latest case studies

Inspired By Iceland: Ask Gudmundur: The World's First Human Search Engine

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

WaterWipes: How proving ineffectiveness was hugely effective

This case study describes how Water Wipes, a baby wipe brand, used a simple, stripped back campaign to explain that its products are chemical free and appeal to new mums in the UK and Ireland.

Orchard Thieves: Thieving the Spotlight

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

Me & The Bees: Strategic Rebranding

This case study details the renaming of BeeSweet lemonade, a US-based lemonade manufacturer founded and led by an 11-year-old, and the campaign to change the name, brand, and story to Me & the Bees.

Latest articles

TomTom and DDB: Entering a new category and taking on Goliath

This event report looks at how one brand went about entering a new category and challenging the market leader there.

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.

WOM and TV, two ways to build a brand: Insights from Moonpig and Naked Wines

For new business owners, building a brand can be done in a number of ways but budgetary constraints mean that word of mouth is likely to be important, at least in the initial stages.

Ministry of Sound, from London nightclub to global music brand: How the music label has ridden the waves of digital disruption

This event report provides a brief overview of the shifting business models and innovations in technology that have disrupted the music industry.

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