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lighthouse identity

Articles and guides which relate to the idea of a lighthouse identity. Taken from the book Eating the Big Fish and used as part of the strategy of being a challenger brand.

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challenger boxer making his way through a crowd towards a boxing ring

Be a challenger brand in 2022

Why read this? : We look at what it takes to be a strong challenger brand. Learn the 8 different ways you can set yourself apart from the market leader. We share examples of brands which

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