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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.

Eating the Big Fish

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

The Uber-all economy

Why the sharing economy is posing serious competition to established businesses.

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

OVO Energy: The Surround Sound Approach

This case study demonstrates how OVO Energy, an energy provider in the UK, used digital advertising to grow awareness and new customers.

Xperia: Launching the world's first underwater store

This case study shows how Sony, the technology company, created the world's first underwater store to market the Xperia Z3, the world's first fully waterproof phone.

Mattessons Fridge Raiders: F.R.H.A.N.K. The story of a brand acting bigger than it is

This case study shows how Mattessons sought to expand the UK's new 'meat snacking' category with its Fridge Raiders brand, by partnering with a gaming celebrity and engaging a teenage audience.

Benjamin Moore: Drafting off of the Big Box

This case study describes how Benjamin Moore, a paint brand in Canada and the US, used its position as a competitor to brands with bigger budgets to reinvigorate its sales.

Latest articles

Warc Webinar: How to turn constraints into business and brand advantages

This webinar lays out strategies to help turn the apparent constraints (of budget, resource, time or talent) that we face as a daily business reality into stimulus to deliver more powerfully against brand purpose and business ambitions.

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.

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.

How Snickers used buzz to overcome 'challenger brand' status in Japan

This event report demonstrates how Snickers, the confectionery brand owned by Mars, adapted its global brand position for Japan during the 2014 Christmas season.

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