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The Art of Competing as a Challenger brand

The Art of Competing as a Challenger brand

It is a fact of life that in any given category there can only be one leader, which by rights turns all other brands into challengers. Yet challenger brands are so much more than second best. For a start, one of their core qualities is their ability to give a sense of the people behind the brand. This human-to-human quality that shines through differs from the more traditional brand-to-consumer connection many major brands are built around.

Shelf Ready Packaging Makeover

Shelf Ready Packaging Makeover

In a world where branding is everything, shelf-ready packaging (SRP) is finally undergoing a long overdue makeover. Not that long ago, the packaging that transported and delivered products was merely an afterthought. As such, little attention was paid to the fact that its role could be enhanced. It frequently obscured the product within, was awkward to open, looked unattractive and never told a brand story.

RFID Reframes the Future of Retailing

RFID Reframes the Future of Retailing

In 2002, when Tom Cruise walked through a futuristic shopping mall in the movie Minority Report, it felt like we were watching a sci-fi film, which in effect we were as it is set in 2054.