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Challenger brands


Key reading

Method

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

PepsiCo: Sting Launch

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Rekorderlig: Beautifully Swedish Summer

This case study shows how Rekorderlig, a cider brand, used a summer festival to increase brand awareness in the UK.

Under Armour: Game Changer

This case study shows how Under Armour, the sportswear brand, promoted the release of its Curry 2.5 shoe in the US by making the Stephen Curry character in an NBA video game ultra-powerful for a limited time.

Clearasil: Let's Be Clear

This case study describes how Clearasil, the acne specialist skin care brand, increased its relevance among teens in the US to raise sales.

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.

Kia's brand road trip from worst to first

This event reports outlines how Kia, the automaker, has moved from humble beginnings to become a major success story in the US.

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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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com