Posts tagged as:

Challenger Brands

Tony Abbott: The brand

by Fiona on December 7, 2009

Tony Abbott, the brand behind the Liberal Party Opposition. Larrikin or Mad Monk? Reckless or strategic? Australian politics has found a challenger brand.

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Why Trading Post will die on the sword of eBay.

by Fiona on August 9, 2009

Australia’s Trading Post looks set to die a painful death at the hands of eBay. Its strategists need to read Ries and Trout. Or apply for other jobs.

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Pt 3: How Challenger Brands Attack.

by Fiona on August 2, 2009

Attacking the leader’s point of weakness, the importance of the element of surprise, establishing brand credentials, the full-frontal attack, guerrilla warfare, the Pincer Move where a challenger encircles the leader and flank attacks.

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Pt 2: How Challenger Brands Attack.

by Fiona on August 2, 2009

Learn the strategies at the Challenger Brand’s disposal and how they can increase their odds of success.

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Pt 1: How Challenger Brands Attack

by Fiona on August 1, 2009

How Challengers Attack, Part 1 examines what constitutes a challenger brand and what advantages are on the challenger brand’s side.

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