“challenger brands” and classic marketing stories come to mind: Avis vs. Hertz, Coke vs. Pepsi,
Apple vs. Microsoft. These are usually the stories of David vs. Goliath, with the smaller company boldly nibbling away
at the market share of the industry giant, frequently achieving great success. It’s a story for the ages, where the
protagonist musters up all of his might to take on the enemy.
Today, the business landscape has changed so dramatically that brands have opportunities to challenge their
competitors…
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