If you think about it, moms and Challenger Brands have quite a few common characteristics. In honor of Mother’s Day, let’s take a look at…
read moreHave you ever had to mix gas and oil for a two-stroke engine? That sort of opening line limited my dating success back in the day,…
read moreThere’s a quote about leaders and followers that suggests “If you’re not the lead dog, the view never changes.” For many brands, that’s certainly true.…
read moreEvery party animal knows Taco Bell is the best bet for a 2 a.m. taco, but who knew they were open for breakfast? Nobody. And…
read moreWhat is your six seconds of genius? If Vine is not on your short list of elements to add to 2014’s marketing calendar, it probably…
read moreIs there any celebrity, athletic or otherwise, more respected and beloved than Peyton Manning? Last season, Manning set a number of NFL records, including throwing…
read moreUnless your company dominates its category, it’s a challenger brand. It may or may not be a strong challenger brand, and the difference often comes…
read moreFour Lessons From the Egyptian Revolution Cultural barriers and physical distance too often reduce events like the Egyptian Revolution to abstractions for us, but there…
read moreBy definition, challenger brands work against the grain. They run a reverse on convention, making moves that are absolutely inconsistent with category norms and expected…
read moreEver wonder if your company is a challenger brand? There are lots of ways to tell for sure, but here’s one great measure. Take a…
read moreThe Voice of the Underdog®
Chapter 1
