Category Underdogs: How Challenger Brands Find Their Audience Advantage

​Challenger brands are everywhere right now – and they're winning.

​The new fragmented media landscape, alongside reduced costs of entry, has made creation, distribution and marketing all easier. It's created a landscape perfect for challenger brands.

​But trying to come up against the legacy players in crowded categories isn't easy. Challenger brands know that it’s all about making choices — which audiences to prioritise, which channels to invest in — because unlike category leaders, they rarely have the budget to reach the whole market.

​Join Tracksuit in conversation with a stellar A-List panel, including brand strategy leads at challenger skincare brands Byoma and REFY and Jake Higgins, Director at MNC Agency, known as the home of challenger brands.

In this session, we’ll unpack:

• ​The qualities that make challenger brands grow: What are the core principles challenger brands need to double down on?

• ​Real-life case studies: Hear directly from two of the buzziest brands in their categories, Byoma and REFY, on the strategies they've used to get where they are today.

• ​Data and theory-backed evidence: What the numbers say about the way challenger brands succeed.

• ​Actionable advice: Takeaways on how you can apply learnings to your own growth journey, straight from the mouth of industry experts.
  

​We will email all attendees the full recording of this event for those unable to make the live session.