Bark Blog

some thoughts
on the ad biz

July 24, 2023 Building Authenticity and Trust As A Challenger Brand

How do challenger brands build and maintain trust with customers, especially when they're perceived as the underdog?

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May 25, 2023 The Rewards of Loyalty Programs for Challenger Brands

Loyalty programs can be game changers for challenger brands looking to build a strong customer base and increase brand loyalty.

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February 27, 2023 What Makes a Challenger Brand?

True challenger brands are defined by how they approach their 3 States: State of Market, State of Mind, and State of Readiness.

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December 1, 2022 Challenger Brand Stories Resurrected

Bookstores are making a comeback—they are growing in number, popularity, profit, and against all odds, relevancy.

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October 31, 2022 The Challenger Brand That’s Changing Lives

Millions of Americans are overwhelmed by medical bills—but this challenger brand is using unconventional thinking to help the underdog win.

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October 24, 2022 Even For A Challenger Brand, This Is Bananas

Minor League Baseball teams embrace challenger brand thinking—all for the love of the game and a chance to prove themselves.

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August 15, 2022 Challenger Brand Ringling Bros. Makes A Comeback

Changing the way consumers think about them can be difficult for challenger brands, but that’s exactly what Ringling is trying to pull off.

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June 20, 2022 Herb Kelleher — Challenger Brand Champion

No challenger brand leader has understood how to compete as an underdog better than Southwest Airlines co-founder Herb Kelleher.

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May 9, 2022 Challenger Brand JCPenney Mounts A Comeback

Two years after filing bankruptcy, challenger brand JCPenney is mounting a comeback. Is their new message congruent enough to create success?

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April 12, 2022 There’s A Challenger Brand Breeze Blowing

Of all the business sectors with challenger brands (and that’s all of them), few are more fascinating or more populated with underdogs than the airline…

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