Use challenger e-Commerce thinking to hunt for new ideas
September 24, 2026
We explore how challenger thinking works in e-Commerce. Learn key ideas for smarter online selling. Read this to learn how to be a challenger e-Commerce brand.
challenger brand
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.
Get in touch with your questions or ideas if you can’t find what you’re looking for in the search results.
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Why brands matter
September 29, 2026
We explore why brands matter. Learn from our examples how branding helps you charge more, get more space and connect better with customers. Read this to learn the long-term benefits of building brilliant brands.
Branding lessons from brilliant books about branding
September 30, 2026
We share branding lessons from 3 brilliant marketing books. Learn why brands must offer more than a functional benefit. Plus, what makes a brand charismatic and different. And the 6 key questions to answer over your brand’s lifetime. Read this to learn these brilliant branding lessons.
The 3D benefits of creative thinking
October 1, 2026
We explore the key marketing benefits of creative thinking. Learn how it helps you differentiate, drive customer experience and develop brand assets. Read this to maximise the marketing benefits you get from creative thinking.
Using the Ansoff matrix for innovation planning
June 15, 2026
We explore how to use the Ansoff Matrix to plan for innovation growth. Learn the pros and cons of each of its 4 options, plus real-life examples and a worked case study. Read this to learn how to use the Ansoff matrix to plan innovation.
The pros and cons of early adopters
August 18, 2026
We explore the pros and cons of early adopters. Learn why they’re such an attractive target for new products and services. But also, why it’s hard to keep them happy. Read this to learn the role of early adopters in your marketing plan.
Be a challenger brand starting now
October 7, 2026
We explore what it takes to be a challenger brand. Learn why this approach works from our examples of brands which do it brilliantly. Read this to learn how to be a harder-hitting challenger brand.
Find the best story types for your brand
July 15, 2026
We explore 7 popular story types with examples of brands that use them. Learn which story types work best for different types of brand challenges. Read this for ideas on how to tell a better brand story.
Be audacious for competitive advantage
October 6, 2026
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 thinking you need to build your competitive advantage.
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Check the brightness of your brand's creative habits
Brands that consistently bring the brightest ideas to life build great creative habits and processes.
Check how bright your brand’s creative habits are with our free Creative habits and ideas Quotient (ChiQ) test.
10 questions to learn whether your brand’s ideas are more likely to be “no” or more likely to be “woah”.
Take the test to find out more.
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