KLEBER & ASSOCIATES HOW TO WIN AS A CHALLENGER BRAND MAY 2013 1215 hightower trail building c atlanta, georgia 303050 • 770.519.1000 • kleberandassociates.com How to Win As a Challenger Brand Introduction Say the phrase “challenger brands” and classic marketing stories come to mind: Avis vs. Hertz, Coke vs. Pepsi, Apple vs. Microsoft. These are usually the stories of David vs. Goliath, with the smaller company boldly nibbling away at the market share of the industry giant, frequently…
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