'Disruption' has become such a buzzword, pervading everything from the hotel industry to mayonnaise marketing, that people have begun to assume that it's the goal of challenger brands. But challenger brands can't let themselves become swept up in the mania for disruption. 25 Feb 2021 Read more The World Economic Forum has started The Great Reset initiative to urgently facilitate cooperation between global stakeholders in managing the consequences of the Covid-19 crisis. In such a context, no-one can predict what 2021 holds. However, the one thing we do know for sure, is that how we make business decisions has to change and that those who challenge the complacency, the conventions, the contradictions and asymmetries in the categories in which they operate, are better set for success. Here are five brands we believe are worth watching in 2021. 19 Jan 2021 Read more Making person-to-person connections through real care and commitment 11 Dec 2020 Read more This year has been one for the books. 8 Dec 2020 Read more Taking something important, previously accessible only to the privileged, and making it available to a wider range of people 23 Nov 2020 Read more Standing up for those who have historically been excluded to create meaningful, sustainable change. 9 Nov 2020 Read more The interactive, digital programme introduces organisations to the dynamic Challenger mindset and behaviours. 14 Oct 2020 Read more Provoking category norms to benefit more people
7 Oct 2020 Read more
Simply, it's that simple.
Changing communities through an ambitious, relentless cause 16 Sep 2020 Read more The chicken that crossed the road and lived to tell the tale. 20 Jul 2020 Read more Breaking through by changing behaviour 1 Jun 2020 Read more When true irreverance makes for unshakable relevance 21 May 2020 Read more Sometimes local travel, isn't about travelling at all. 28 Apr 2020 Read more The Next Generation challenger questions the appropriateness of the market leader - or even the whole category - for the times we live in today. It can elegantly position the incumbent as perfect for a time gone by, but new times call for new brands and services. The world's changing - let's move on, people! 25 Mar 2020 Read more Challenger Brands to Watch is our annual shortlist of the challenger brands we expect to make a huge impact in the year ahead. We handpick our challengers looking at various criteria including innovation, market differentiation, perceived momentum, scale and anticipated impact. 7 Feb 2020 Read more Who are you and what business are you going to be in 2020? Is next year your time to be a challenger? 27 Nov 2019 Read more Overthrow II, by eatbigfish. and PHD Worldwide, explores 10 types of challenger strategy. 11 Nov 2019 Read more Small, scrappy underdogs, right? Disruptors? Challengers? Aren't they the same thing? With "challenger brand" returning 120 million results from Google this morning, it's no surprise that some myths and misunderstandings surround the topic. As a consultancy specialising in this subject, we've compiled a list of six of the most common we've encountered, and our experience of the reality. 1 Nov 2019 Read more In our previous article, 'What is a challenger brand?', we described the Challenger Strategic Approach and the Eight Credos of successful challenger behaviour. 25 Oct 2019 Read more Reversing the food chain is never easy. This is especially true on the African continent where many categories are dominated by large legacy businesses. It's not just that these brand leaders are bigger and enjoy proportionately greater benefits; it's that the superiority of their advantage increases almost exponentially, the larger they get. 18 Oct 2019 Read more