How to build a challenger brand

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

How to build a challenger brand

Nick Geoghegan

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Challenger brands are not defined by their state of market, but by their state of mind. They are brands and businesses determined to change something about the category or the world. They understand that simply following the traditional way of doing