This month, inspired by some recent research and a day at the races, we are studying the advantage to be gained by those Challenger brands prepared to separate themselves from the rest of the crowd and deliberately set up a public competition with just one other brand in their category.

Scary stuff, but powerful too. So not too much talk of horses or courses but as always we’ve pulled together some inspiring stories, interviews and articles and a practical guide to starting your own Two Horse Race.

Place your bets.