Marketing expert Stephen Denny argues that any brand can directly challenge the giant of its category and not only survive, but thrive. While it s inconvenient to be the little guy, it can also be a blessing in disguise. Giant-killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make painful but necessary changes.
During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries from software to cosmetics to...
Marketing expert Stephen Denny argues that any brand can directly challenge the giant of its category and not only survive, but thrive. While it s inc...
