The Atlantic ran an excellent piece titled, “The Irrational Consumer: Why Economics Is Dead Wrong About How We Make Choices.” If you have ten minutes, it’s…
read moreMusic is no Holy Grail for advertisers, but when it’s skillfully integrated into message delivery for the right product or service, music can work magic…
read moreIf you’re looking for an example of the challenger spirit look no further than a youngster struggling to beat childhood cancer, the number one disease…
read moreOh, the plight of the market leader! McDonald’s has been the fast food industry top dog for decades, so they know all too well the…
read moreWhen does a challenger brand cease to be a challenger brand? Some would say when they stop acting like one. The truth is, the shift…
read moreIf it’s not the first question I’m asked after telling people I run an advertising agency, it’s the second. “How many people do you have?”…
read moreAt 46-years-old, I’ve aged out of the core audience for stadium supercross, and my taste for carbonated beverages has shifted from sugary sodas to sparkling…
read moreHow do you create a deeply relevant consumer brand from scratch with no advertising in an extremely crowded and competitive category? One thing is certain:…
read moreAs achallenger brand, retail-focused agency, we are constantly looking for better, smarter, more efficient ways for our clients to succeed against bigger companies, bigger budgets…
read morePeople power is where it’s at for challenger brands of all shapes and sizes. Finding, training and keeping people who are enthusiastic about delivering your…
read moreThe Voice of the Underdog®
Chapter 1
