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.
McDONALD’S VS BURGER KING: COMPETING FOR THE SAME APPETITE
McDonald's and Burger King compete for much the same customer and meal. Their rivalry shows how scale and challenger thinking create very different strategies.
WHY BRAND RIVALRIES CREATE BETTER BRANDS
Great rivals do more than compete. They sharpen strategy, accelerate innovation and force brands to become stronger, clearer and more distinctive.