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.
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.
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.
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.
April 11, 2025

The fundamentals of change management

Change is often framed as a logical next step, when in reality, it is an emotional, political, and structural shift.
April 6, 2025

Canadian Challenger Brands & the power to shape a better future

Against a backdrop of global instability, political unrest, and environmental disruption, one truth stands out: brands that earn trust and act with purpose will lead the future.
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