Bark Blog

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…

How does a company become the world’s largest brewer and one of the world’s most dominant creative powerhouses? For AB InBev, it starts with thinking…

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

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.

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.

For challenger brands, competing with the category leaders requires constant evaluation, steady improvement and taking an honest look at how you competed in the past…

The 2020 election is something many will be thrilled to see pass into history. But there are five key lessons challenger brands can learn from…