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Just Whipped Up: WGF Annual Report
When the Women & Girls Foundation (WGF) needed an annual report to showcase their girl-empowering good deeds over the last five years, we didn’t hesitate – after all, we’ve built a brand around one powerful, whip-carrying female.
Posted in Just Whipped Up
Tagged annual report, brand, Challenger Brand 2, girl power, girls rule, WGF, Women & Girls Foundation
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Challenger Makes Reporting less “HARO-ing”
Reporters chasing good information and sources who are willing to provide it have met up in interesting ways over the years, from eyewitness accounts on the scene to secret rendezvous at midnight in a parking garage. Now, the process has … Continue reading
Posted in Challenger Brand
Tagged brand, branding, Challenger Brand 2, HARO, Help a Reporter Out, journalism, Marketing, Peter Shankman, ProfNet, reporting
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Numi Brews Up a Steaming Hot Challenge
Generations of tea drinkers grew up submerging a bag of Lipton or Tetley in a mug of hot water, adding milk, sugar or lemon, and sipping away without a thought. Numi aims to soothe the palate and the conscience with … Continue reading
Posted in Challenger Brand
Tagged brand, Challenger Brand 2, Dry Desrt Lime tea, Fair Labor, Honeybush tea, iced tea, Lemon Myrtle tea, Lipton, Numi, organic tea, Puerh, Roobibios tea, tea, Tetley, Whole Foods
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The Challenger Gap!
The all-American brand of the Gap has been under scrutiny over the last several years from Wall Street analysts, branding industry leaders and advertising publications all asking roughly the same question: Can the Gap brand be saved? The topic even … Continue reading
Posted in Advertising, Marketing
Tagged Abercrombie & Fitch, advertising campaign, agencies, American Eagle, brand, Challenger Brand 2, fitting group, Gap Inc, Marketing, Old Navy, The Gap
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When Brand Extensions Go Wrong
So what do you think of when you hear the name, Bayer? If you didn’t say Aspirin, you either work for the company or you are a geeky chemist that knows way too much about Bayer’s subdivisions in Healthcare, Nutrition … Continue reading
