It was the kind of marketing gold that makes you feel completely seen by a person you’ve never even met - magic. When I first heard the term “challenger brand,” it felt like someone had finally put words to an instinct I’d been feeling in my gut but couldn’t get out of my mouth. ![]() ![]() When I first started dipping my toe into content marketing in the early 2000s, I was enamored with the concepts coming from the brains of industry pioneers, like Seth Godin, Brian Clark, and Joanna Wiebe.
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