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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? : Any brand that isn’t market leader is a challenger brand.  We cover 8 different ways you can be a stronger challenger. For example, learn why it’s important to break with the

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