Bark Blog

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

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

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

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

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

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

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

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

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

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…