The Challenger Mindset Blog

How we applied Challenger Brand strategy to reposition a country. Behind the scenes of True North. True Canada.

Change is often framed as a logical next step, when in reality, it is an emotional, political, and structural shift.

When the world is in flux, brand moves matter more than ever.

We read the 78-page Edelman Trust Barometer (a survey of 33,000 people in 28 countries), so you don’t have to.

Every brand – especially as it scales – hits a moment where things feel off. Learn the signs of a brand identity crisis and how to get un-stuck.

We read the 78-page Edelman Trust Barometer (a survey of 33,000 people in 28 countries), so you don’t have to.

We ranked 61 Superbowl 2025 Ads on a scale from 0 (serious) to 10 (ridiculous). Because when incumbents zig, challengers zag.

We signed up for 100 Challenger Brand newsletters to find out.

From impactful partnerships to unfiltered social media campaigns, parenting brands are “changing” the game.

33% of Americans are making mental health resolutions for 2025. For Challenger Brands, this trend presents an opportunity to rewrite the cultural rule that New Year’s resolutions are solely about superficial transformation.

Learn how Challengers can turn Black Friday and Cyber Monday into powerful platforms for impact, sustainability, and meaningful growth.

Blend emotional storytelling with clear insights—the winning formula for Challenger Brands looking to leave a lasting impact.