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Nine lessons for challenger brands
What Brings These Brands Together?
For all the very different characters, categories, and competitors of the brands explored in this book, there are some significant consistencies in the way these brands communicate.
It is perhaps the things that bring these brands together that show us why they tend to grow faster than their established competition.
So what can brands looking to exhibit better challenger behaviour learn from these strategies and media behaviours?
196 What Brings These Brands Together?
