Signals From the Edge

THE CONTENDER
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Stories from the frontlines of rebellion. Insights, ideas, and playbooks for brands that break from the pack - and build what’s next.
September 30, 2025

Rethink Black Friday

Challenger Brands approaches to Black Friday that aren’t “just discount”. Explore creative paths like Give Back, Green Friday, Refurbished deals, or No Discount Pledge.
Written by
Rahul Raj
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
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