Bark Blog

some thoughts
on the ad biz

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June 24, 2019 Three States That Define Challenger Brands

As we continue our discussion about what is and is not a challenger brand, here’s a hint: market position is table stakes. By strict definition,…

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June 16, 2019 What Challenger Brands Are (And Are Not)

This month we’re talking about what it really means to be a challenger brand. Sure, you could argue that every brand except the category leader…

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May 27, 2019 Triumph of the Underdog (Part 2)

This week we pick up where we left off to finish our list of the top 10 upsets in the wide world of sports as…

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May 21, 2019 Triumph of the Underdog (Part 1)

Give the people what they want. Surprise! That’s what people want. Whether it’s a movie, a sporting event, or even an election, an encounter with…

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May 13, 2019 Our Love Affair With The Underdog

It’s not a fleeting love. It’s not a flirtatious love we can take or leave. It’s not a love we ever really grow out of.…

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April 18, 2019 Want to Make Your Brand Superhuman?

When “Avengers: End Game” hits theaters at midnight on Thursday, it will bring with it the beginning of the end for the Marvel Cinematic Universe…

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