HOW BIG BRANDS CAN ADOPT CHALLENGER STRATEGIES

Summary from the TLDR Marketing newsletter

Challenger brands On and Hoka grew fast by offering new designs. These upstarts succeed by appealing to niche audiences, using social media to amplify their brands, and disrupting traditional product categories with innovations. For major players to stay competitive, they need to prioritize consumer-driven innovation, embrace more flexible marketing strategies, and target emerging opportunities and niches.