The Contender

Signals From the Edge

Stories from the frontlines of rebellion.Insights, ideas, and playbooks for brands that break from the pack - and build what’s next.
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July 29, 2025

What really killed Hudson’s Bay?

Hudson’s Bay shows what happens when purpose and profit fall out of sync.
Written by
Rahul Raj
July 29, 2025

Canadian Challenger Brands building the future 🇨🇦

This month we're spotlighting Canadian brands that are quietly rewriting the rules and creating blueprints to learn from.
Written by
Rahul Raj
July 7, 2025

Making marketing decisions with imperfect info like a Challenger 🚀

How Challenger Brands move forward when data is limited but decisions can't wait.
Written by
Rahul Raj
June 9, 2025

Gut check your brand like a Challenger 🚀

A mid-year exercise to uncover blindspots and wins you’re too close to see.
Written by
Rahul Raj
May 7, 2025

How Canadian Challenger Brands are navigating tariffs

Written by
Addison Gill
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