How does a Challenger remain true to their beliefs as they grow successful? We returned to Fruit Towers to talk to Douglas Lamont, CEO, about innocent drinks' commitment to their original Challenger principles.
We talk to Antonio Lucio, Global Chief Brand Officer of Visa, Inc. about building a challenger lighthouse identity for the company.
Purpose, Corporate Character and the importance of living your beliefs.
Co-founder Neil Blumenthal explains how being outsiders to the industry enabled them to take a completely fresh approach, rethinking the brand and purchasing experience both online and in stores.
We've been taking a look at this year's shortlist for the APG awards. Here's one of Rosie's favourites: British Airways.
“Why do you believe in this Challenger Brand stuff so much?” is a question Zoe is often asked... Here, she answers it.
A guest post by Anne Augustine of Low Carbon Oxford - applying the narratives model to the challenge of creating sustainable cities.
In 1978, Sydney is a city divided between the eastern seaside towns and the sprawling industrial western suburbs. The East […]
Part 2 of a 3 part series by Matthew Willcox - We have an instinctive reaction to unfairness.
Part 3 of a 3 part series by Matthew Willcox - (In most cases) we identify with underdogs more than we do with top dogs.
One of my very favourite blogs, and has been for a very long time, is ‘Letters of Note’. It is a […]
It was unusual for Jill to wake with such a striking pain behind her left eye. It was 7am on […]
by Ofer Golan. A little story about a little pizza place in Tel Aviv with an unusual name.
Gill Maguire, an international marketer and consultant in the Czech Republic, writes about one eastern European challenger brand she'll be watching in 2013.
Abey Mokgwatsane, CEO at Ogilvy & Mather South Africa, writes about an challenger city that he'll be looking to in 2013.