Bark Blog

True challenger brands are defined by how they approach their 3 States: State of Market, State of Mind, and State of Readiness.

Bookstores are making a comeback—they are growing in number, popularity, profit, and against all odds, relevancy.

Millions of Americans are overwhelmed by medical bills—but this challenger brand is using unconventional thinking to help the underdog win.

Minor League Baseball teams embrace challenger brand thinking—all for the love of the game and a chance to prove themselves.

Changing the way consumers think about them can be difficult for challenger brands, but that’s exactly what Ringling is trying to pull off.