The Super Bowl is the greatest sporting event in the world. Its also a global stage for Challenger Under Armour

Challenger brands are the future of solid brands. Here’s the definitive A-Z reference for why.

Middle-of-the-road positioning can be fatal. Challenger brands win because they take a position.

Social marketing will be an inescapable strategy as socially-connected consumers clamour for more transparency

Apple was one of the original Challenger brands. Sadly, it has lost its Challenger mojo.

Challenger brand successes are much lauded. There’s more to be learnt when Challenger Brands fail.

Red Bull’s Stratos Space Jump highlights all the reasons why Challenger Brand thinking is on the ascension

We revere mature brands. Maybe we should be paying more attention to those that act like teenagers.

Every business manager seems to be searching for a silver bullet. Perhaps a wooden stake might be more apt.

For many, saying you’re a Challenger brand is sexy. But are you really committed or are you merely hiding?