Signals From the Edge

THE CONTENDER
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Insights, ideas, and frameworks for brands that grow with clarity and are ready to shape what’s next.
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

Across the country, Challenger Brands are reminding us what Canadian ingenuity looks like under pressure with their responses to tarifs.
Written by
Addison Gill
April 25, 2025

Position a country like a Challenger 🚀

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