Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories
HUNGRY.
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Disrupting Conventional Logic in Brand Building
The chapter emphasizes the importance of challenging conventional logic in branding and disrupting categories through innovative thinking and abductive inference. It discusses successful examples of challenger brands such as Candy Kittens, Liquid Death, and Rude Health, as well as premium fast-food restaurants like Nando's and innovative cafe-restaurant hybrids like the Breakfast Club. The conversation also explores the impact of pricing on consumer behavior and perception, highlighting the role of pricing strategies in creating perceived value and premium offerings.
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