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We're obsessed with challenger brands. They shake things up. They change the rules. They get famous.
And they do it with passion and smarts, not big budgets or easy answers.
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Challenger to Watch: Rain
Challenger to Watch: Rain
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

What type of challenger are you?
What type of challenger are you?
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

10 types of challenger brand strategy
10 types of challenger brand strategy
Overthrow II, by eatbigfish. and PHD Worldwide, explores 10 types of challenger strategy. 11 Nov 2019 Read more

6 misconceptions about challenger brands
6 misconceptions about challenger brands
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

Intelligent naivety: The vitality of inexperience
Intelligent naivety: The vitality of inexperience
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


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