When 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 moreBlockbuster filed Chapter 11 bankruptcy today, putting an official stamp on what had been rumored for months. The move delivers yet another object lesson for…
read moreGrowing up, my younger siblings enjoyed the sorts of advantages that often accrue to the benefit of challenger brands. As the oldest kid, I was…
read moreEveryone loves the underdog. The story. The players. The battle. We love it all! And nowhere is the underdog narrative more pronounced, more spectacular, or…
read moreRegular BARK readers know well our affinity for the underdog, the challenger brands of the world that make their mark by out-thinking rather than out-spending…
read moreThe Voice of the Underdog®
Chapter 1
