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The challenger brands focus heavily on effectiveness; for instance, spending heavily on advertising through expensive media channels to tell their story. While this might seem inefficient in the short-term, challengers are focusing on creating strong connections with consumers rather than saving money.

Devoy gave the example of Copa90, a social media platform for football fans. They talk about not wanting to dance in the traffic. They use creative methods to tell their stories rather than trying to be relevant to different consumers. The brand uses creativity to make its point. The segments of its chocolate bars are unequal, to demonstrate the inequalities that exist in the global supply chain. A serious message is delivered in a playful way.

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Personalisation through technology should be applied to a product, but not to the advertising of that product. Personalised advertising is viewed by the public as breaking the contract of privacy.

Insurance app Lemonade has revolutionised the way insurance is sold using Artificial Intelligence. The app uses friendly language, offering efficiency in a human way.

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Share of voice is easy to measure, but distinctiveness is hard to gauge. Morgan wrapped up the session by pointing to the growth of investment companies that focus on challenger brands such as The Craftory in London and Verlinvest in Belgium. A list of the changes to the regulations can found under revisions. This area contains the complete history of revisions at a glance. Management Network Banner Advertisement. Cookie notification Our website uses cookies.

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