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challenger

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 brands matter

Why read this? : 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

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Inside a concept hall, lots of confetti flying in air, with audience reaching out their hands towards it

How to be a more creative company

Why read this? : We look at different approaches to becoming a more creative company. Learn how to encourage creators, and handle critics. And how to get more out of those who coast along on

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