Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Twenty-one years is a long time in marketing: The world has changed enormously, and concepts have come and gone. Yet the idea of challenger brands, which we first introduced in the book Eating the Big Fish in 1999, has not only endured, but seems to be even more of the zeitgeist than ever, and a greater force for change in many of the categories around us. A BCG study in 2017 showed that $22 billion in value moved from bigger brands in packaged goods to smaller challengers over a five-year period in both the U.S.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in