Key Traits of Challenger Brands that Allow Them to Punch Above Their Weight
Michael McKinney
JANUARY 16, 2023
Challenger brands can’t spend their way to success with big ad campaigns like the category leaders. An Underdog Nightmare for the Category Leaders. Underdogs don’t succeed by trying to do what the category leaders do, but better. It was a revolutionary challenger move that turned category convention on its ear.
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