Articles and guides which refer to the concept of challenger brands. These are brands which are not the market leader but can follow an approach to take the market leader on.
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Why read this? : We share branding lessons from 3 great marketing books. Learn why brands must offer more than a functional benefit. Plus, what makes a brand charismatic and different. And the 6 key
Why read this? : We explore the 3 key marketing benefits of creative thinking. Learn how to use it to differentiate, drive customer experience and develop brand assets. Read this to learn how to sell
Why read this? : We share what’s good and bad about early adopters. Learn why they’re such an attractive segment for new products and services. But also why it takes a lot of work to
Why read this? : We look at what it means to be a challenger brand. Learn how to set yourself apart from the market leader. We share examples of brands which do this well, and
Why read this? : Understanding different story types helps you tell a stronger brand story. We share the 7 most common ones, and examples of brands who use them. Learn which story types best fit
Why read this? : We look at why you need to take risks to build your competitive advantage. Learn why being audacious helps you go on the offensive in marketing. Read this to learn the