Posts tagged with Challenger Brands

Marketing a challenger brand: Four strategy tips

Challenger brands have always existed, however, the label is new.

But “challengers” are more than just an underdog category of brands trying harder to topple their market leader.

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Brand Commerce: What is your brand's key feature?

While brand giants are still comfortably dominating their markets, it’s becoming increasingly common for fast-moving challenger brands to threaten and encroach on the market shares of already established leaders.

The typical reaction from the de facto market leader is to quickly purchase said challenger brand or make an often delayed and unsuccessful attempt at creating their own version to win back lost ground.

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