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It’s a dog-eat-dog world: the rise of challenger brand advertising

There have always been brands like McDonalds, Nike, and Amazon, that dominate the headspace of consumers. Despite massive control of their respective markets, this shield isn’t entirely impenetrable. Challenger brand advertising has historically found gaps in their armor by bringing attention to consumer desires left unsatisfied.

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Challenger Brand Advertising Poppi vs Coke Pepsi
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