CHALLENGER BRANDS: WHY THE NO. 2 BRAND OFTEN CHANGES THE MARKET
Market leaders may define a category, but challengers often force it to move. Discover why No. 2 brands can reshape strategy, innovation and competition.
THE GREATEST BRAND RIVALRIES AND WHAT THEY TEACH US
From Coca Cola and Pepsi to Apple and Samsung, the greatest brand rivalries reveal how competition shapes strategy, innovation and entire markets.