How Challenger Brands Succeed

December 27, 2016

In this video, hear from two seasoned challenger brand experts, Michael Gambino and Jan Martin, who have gone head-to-head against leader brand Goliaths and came out on top.

Together, they shared invaluable insights into how you can outthink, outsmart and outflank the leader brand in your category by:

  • Implementing challenger strategies and best practices
  • Better managing your role in a challenger brand scenario
  • Leveraging your underdog status to gain market share
  • Successfully positioning your brand against the category leader
  • Creating valued brands in a commodity environment


"How Challenger Brands Succeed." Eric Mower + Associates. Originally published January 2016.

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