Challenger Archives - Campaign Middle East https://campaignme.com/tag/challenger/ Mon, 16 Dec 2019 10:24:16 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Challenger Archives - Campaign Middle East https://campaignme.com/tag/challenger/ 32 32 Be More Challenger – What we can learn from a new wave of challenger brands https://campaignme.com/be-more-challenger-what-we-can-learn-from-a-new-wave-of-challenger-brands-malcolm-devoy-phd-emea/ Mon, 16 Dec 2019 10:23:42 +0000 https://campaignme.com/?p=19571 By Malcolm Devoy, Chief Strategy Officer, PHD EMEA It’s been 20 years since the term ‘challenger brand’ was coined. It was written by Adam Morgan in his book ‘Eating the Big Fish’, a seminal study of how smaller brands were stealing share from market leaders. It nearly goes without saying that a lot has changed […]

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