Virgin Mobile - In the red corner: how Virgin Mobile challenged the mobile phone establishment on behalf of the public

Virgin’s launch into the mobile phone market is testament to two things: that even the most mature category can be disrupted by what we have come to describe as a challenger brand, and that positioning and branding alone are powerful commercial weapons.
Agency: Rainey Kelley Campbell Roalfe/Y&RAuthors: Sherree Halliwell and Tom Morton

Virgin Mobile

In the red corner

How Virgin Mobile challenged the mobile phone establishment on behalf of the public

INTRODUCTION

Challenger branding is a much discussed...

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