When Positioning is Positioning
Went into the Co-op Supermarket in Ludlow on Friday. We needed lemons. The fruit and veg were where the fruit ...
eatbigfish
Positioning
Guest Post: A Patriotic Alternative to Cola
Gill Maguire, an international marketer and consultant in the Czech Republic, writes about one eastern European challenger brand she'll be w...
Don’t drink soda, drink WAT-AAH!
We’ve all read the worrying headlines over the years about the continuing rise in childhood obesity, which can be blamed ...
Guest Post: Juan Valdez Cafe
Carlos Ricardo, VP Marketing Services in Latin America at Mondolez International, introduces us to one Latin American challenger brand he’...
A Question With Only One Answer
We tend to think of brands as making statements or promises. But it is more stimulating to think of brands as asking questions.
Guest Post: Cape Town
Abey Mokgwatsane, CEO at Ogilvy & Mather South Africa, writes about an challenger city that he'll be looking to in 2013.
“Enough beating about the bush. Let’s talk about your Vagina”.
Superman was a Commie
Who knew Brett liked comic books? Well he does - but only the ones that contain lessons for Challenger Brands...
Biting the Hand that Feeds You
You’ll be pleased to know that this is not a piece about Leveson. It’s about cycling. ‘A principle isn’t a ...
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Zagging Against Planned Obsolescence
Since 1959 Vitsœ has made furniture that last a lifetime. In this video they take an explicit stance against against a world of waste.
David vs Goliath
Our first thoughts on 'David and Goliath', Malcolm Gladwell's upcoming book about how underdogs win.
Challenger Brand Profile: Peppersmith
Part of our regular series profiling up and coming Challenger Brands - Dan Shrimpton of Peppersmith Gum explains why their values are central to their success.
Ouya – Who are ya?
There’s not much I can add about Ouya from a technological or PR perspective that hasn’t already been covered in ...
app for ipad
A loyalty card rewarding you for your… DISloyalty.
Amy shares a refreshing response to how small Challengers approach 'the competition'.
How do Apple react to a ‘Next Generation’ Challenger?
Samsung released their latest viral from their ‘The Next Big Thing is Already Here’ campaign this week and its being ...
Err I believe we can do better than that…
So much of how we engage with life, and what we expect from the world around us, is bound up ...
Putting the Feist in the Feisty Underdog
Explicitly calling out the Big Dogs always takes a little moxie, even when the strategic thinking is as razor sharp ...
Give Your Breasts Some TLC
With a wink, bare-chested babe Anthony flexes his pecs and tells viewers, “You can do this anywhere: on a bed, ...
Is this burger real, or fake?
A mission to change the way we think about meat.
Finding Your Hook
I know i’m pretty late to this one but I watched ‘Being Elmo’ last night. For those who are even ...
Challenger Type: The Missionary
A brand with a sense of purpose
Challenger Type: The Enlightened Zagger
Swim against the prevailing cultural tide
Challenger Type: The People’s Champion
Fight for the consumer
Challenger Type: The Next Generation
That was then, but this is now.