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The Virgin brand steps sideways into hotels

A brand with extraordinary category extension discipline. Arguably no brand has stretched into new categories like Richard Branson’s Virgin has. Capturing the personality of Branson’s own brand, Virgin has come to represent a brand that challenges the paradigm of the categories it enters, usually looking…

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How this Dutch company made €44.9m in sales without advertising.

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behavior. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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3 Types of Challenger Brand Strategy

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behaviour. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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Wow! Elon Musk’s Tesla brand keeps booming

We live in disruptive times for brands and business. You might have missed the news coming out of the US on Monday this week that saw the share value of Elon Musk’s Tesla brand continue to rise strongly. If there’s been a noteworthy trend in…

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Why brands need to pick a side and face the consequences

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behaviour. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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Brand building for start up businesses

You’ve got a great business idea, now it’s time to take the plunge into the world of brand to bring it to life. Not that we have favourites, but we do love a good start up business branding project. There is usually bucket loads of…

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Why 2016 is the Year of the Challenger Brand

What exactly is a Challenger Brand and why are they so interesting? We’ve long been fans of Challenger Brands – businesses with the mindset to disrupt their category, to unlevel their playing field and upset their competitors’ apple carts. We categorise ‘challengers’ by mindset – what’s…

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Uber shows their disruption mindset extends to building their brand

Disruptive Brand Building – Simple and Effective A recent newspaper article caught my eye with the headline; ‘Melbourne woman gives birth in the back of Uber car in New York’. From a brand perspective there’s plenty to find fascinating here; Would this article have been written if…

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BNP Paribas re-defines the future of retail banking

A Challenger Brand Mindset from a Big Global Bank There’s a saying in business that if you’re not moving forwards you’re moving backwards. And on that basis, much of the retail banking sector in Australia has been struggling to keep up with the pace of…

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Wheely's Cafe Carts – A Coffee Franchise Concept with the Potential to Disrupt the Category

At Truly Deeply we love a brand that disrupts the market Any brand with the gumption to re-think the product or business model paradigm and challenge the market is cool by us. The massively, huge, global coffee market has seen its share of disruption with…

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Acustom Apparel disrupt the Bespoke Menswear category

This is not your Grandfather’s Tailor. With this positioning line New York’s Acustom Apparel introduce a new menswear apparel brand that’s changing the tailored clothing category. By using a 3D body scanner and some neat measuring technology they make tailored clothing that’s better fitting, more…

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Devondale, a brand challenging traditions to lead their category

It’s often easy for products and businesses to stick to category conventions and traditions when it comes to communications and advertising. It’s often a case of playing it safe to produce something that consumers are familiar with to achieve known results. However, every now and then…

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