Bark Blog

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.

No challenger brand leader has understood how to compete as an underdog better than Southwest Airlines co-founder Herb Kelleher.

Two years after filing bankruptcy, challenger brand JCPenney is mounting a comeback. Is their new message congruent enough to create success?