How challenger brands like UnderArmour, Samsung and sweetgreen are winning
Being a challenger brand may not be the ideal position to be in. But it gives companies a chance to be playful, experiment and harness cultural change in powerful ways.
Challengers brands like UnderArmour, Samsung and sweetgreen are three examples of companies finding overwhelming success. In our work for WPP's Brand Union, we break down three core strategies of each.
Understand their models at Brand Union.