Challenger brands: how disruptive messaging builds unicorns
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Challenger brands: how disruptive messaging builds unicorns
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Tony's Chocolonely, Ordinary, BrewDog, Liquid Death, Canva. A chocolate bar, a skincare brand, a beer company, a water brand, and a design tool — what on earth do they have in common? Turns out, quite a lot. This week Emma and David get into the challenger brand ethos and why it's not just for the obvious disruptors. There are four challenger archetypes here, and one of them probably fits whatever you're selling. Also in "Did you miss it?" OpenAI's latest move and Substack's "link in bio" update on "How to create posts that move people". Grab a coffee, it's a laid-back one — but you'll walk away with actual, usable marketing insight
Useful links:
https://www.linkinbio.news/p/more-perfect-union-social-strategy
https://openai.com/index/testing-ads-in-chatgpt/
https://uk.tonyschocolonely.com/blogs/news/its-chocolonely-not-chocoloney
https://cosmeticsbusiness.com/the-ordinary-tackles-misleading-beauty-jargon-the-periodic-fable
https://www.instagram.com/liquiddeath
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