Core disciplines: Brand strategy, Innovation/NPD/Service Design

Thought pieces

Mark Barden, October 3rd 2016

Why Challenger Brands Matter In The Age Of Disruption

"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.

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