If the health care sector wants to continue to grow, health care marketing can’t be an afterthought. It has to be the first thought.

Which four underdogs from 1950 to 2000 deserve to be the Challenger Brand Mount Rushmore? Keep reading and see if you agree with us.

It's not easy to be an underdog. Believing you can win is essential. And hope is the rocket fuel that makes challenger brands go.

Taking on competitors with more money/resources/people/pull, fitness industry challenger brands were used to doing the heavy lifting. Then a pandemic redefined what it meant to…

We love building, following, and playing with brands and teams that exude excellence. College football’s best teams have a lot to teach us.

What does it take for underdog brands to go to war and beat the competition? These five essential weapons can help challenger brands win.