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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January 15, 2025

Challenger brands “changing” the parenting industry

From impactful partnerships to unfiltered social media campaigns, parenting brands are "changing" the game.
Written by
Rahul Raj
January 7, 2025

How Challenger Brands are leading the mental health shift

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.
Written by
Rahul Raj
December 3, 2024

Is it time to rewrite the rules of Black Friday for Good?

Learn how Challengers can turn Black Friday and Cyber Monday into powerful platforms for impact, sustainability, and meaningful growth.
Written by
Rahul Raj
October 31, 2024

When feelings meet facts

Blend emotional storytelling with clear insights—the winning formula for Challenger Brands looking to leave a lasting impact.
Written by
Rahul Raj
September 26, 2024

Brand like a Challenger: Seggiano's story through packaging

Where better to tell your brand story than your packaging? Explore our recent redesign for Seggiano, rooted in strategy & storytelling.
Written by
Rahul Raj
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