by Dr Doug Mattheus. Building a company starts by offering a solution to the needs of others. Building a brand is more complex, with many different approaches to success.
Tag archives: challenger brands
#BrandFocus: Disrupting & challenging the SA banking scene
by Sabrina Forbes. In 2017, TymeBank was the first new banking licence to be awarded in SA in 20 years.
The Real McCoy: Of startups, challengers and nation brands
by Sean McCoy. Let’s rediscover that which makes us magical as South Africans and restore our unique flavour and potential as a country.
The Adtagonist: Challenger brands — a (not-so-true) underdog story
by Carl Cardinelli. It used to be shit to be the underdog. Now it’s cool.
Brand Politics: Remaining revolutionary — the challenges of leadership
by Alistair Mackay (@almackay) How ruling parties in post-colonial democracies in Africa respond to their decline is one of the most important tests for a new democracy. Leading private-sector brands are put to the same test: do they respond to declining relevance by reinventing themselves or do they fail?
Mike Abel asks are you a Challenger Brand or simply the Underdog?
M&C Saatchi Abel MD Mike Abel takes a closer look at the art of creating true challenger brands.