Brand

Your competition isn't who you think it is. Thinking your competition comes from your own industry creates major blind spots. So how do you think about brand strategy in a world that no longer has sustainable competitive advantage to rely on?

Last month we looked at how digital-first challenger brands are bringing new energy to dry and dusty categories. This is the concluding part of the series.

Our 2021 watch list points to some green shoots of optimism with several challenger brands bringing colour, humour and new energy to dry and dusty categories. First, in a two-part series.

There’s more to it than advertising. They apply purpose as an organisational strategy to drive long-term value and growth.