What 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 moreQuick – name the only NCAA Men’s basketball team from Indiana to ever make it to back to back Final Fours. Larry Bird’s Indiana State…
read moreI’m a lifelong motocross fan, so imagine my delight whenYamaha served up a supreme example of challenger brand innovation with its all-new YZ450 for 2010.…
read moreI’m not a big fan of Cocaine, but I respect the bold marketing strategy behind it. And the distribution is impressive, too. I was stunned…
read moreTwo consumer economies have quietly taken shape in America. One still dines out regularly. The other group feels squeezed—and QSR (especially burgers and chicken) has…
read moreThe Voice of the Underdog®
Chapter 1
