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Stories from the Frontline of Challenger Brand Strategy

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Challenger Brand

Julian Aldridge in Illuminate

Jul 26

An Epcot Fail

Five Brands Who Failed the Authenticity Test; and Five Ways Not To. By Julian Aldridge, Founder, Enact Agency

Julian Aldridge in Illuminate

Jul 19

Expect the Unexpected

Five Challengers Who Pivoted On A Dime. Because the Alternative Was Obsolescence.By Julian Aldridge, Founder, Enact…

Julian Aldridge in Illuminate

Jul 12

When Challengers Stop Challenging

And How to Avoid The Death Spiral. By Julian Aldridge, Founder, Enact Agency

Julian Aldridge in Illuminate

Jul 1

Never Stop Climbing. Six Practical Lessons For Remaining At The Top

Julian Aldridge in Illuminate

Jun 14

The Category Trap, and How to Escape it

Because it’s Not What You Do That Matters. By Julian Aldridge, Founder, Enact Agency

Julian Aldridge in Illuminate

Jun 7

Viral Companies (Part Two)

Why Women Are Ruling the Startup World. By Julian Aldridge, Founder, Enact Agency

Julian Aldridge in Illuminate

May 31

Viral Companies (Part One)

How the Pandemic Bred a New Wave of American Startups. By Julian Aldridge, Founder, Enact Agency

Julian Aldridge in Illuminate

May 17

Venture Marketing

How To Take Calculated Leaps In Risk-Averse Organizations. By Julian Aldridge, Founder, Enact Agency

Julian Aldridge in Illuminate

May 10

Challenger Sports, the Winners, and the Losers

What Challengers Can Learn from Four Sports On the Up, and Four On the Way…

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Julian Aldridge in Illuminate

May 3

You Against The World. Just As It Should Be

Why Every Challenger Needs An Antagonist. By Julian…