How 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 moreIt’s a fair bet that most marketers watched this year’s Super Bowl with an eye on the action during game breaks. The commercials are the…
read moreThe California State Fair Wine Competition is billed as “the oldest, most prestigious wine competition in North America.” Established in 1855, it is the place…
read moreWhat’s the next move for an underdog when the category leader starts following? Microsoft’s move into the retail world probably looks more like stalking than…
read moreThe Voice of the Underdog®
Chapter 1
