Challenger Brand News

From the Experts at Fitting Group

Dedicated to Brands Challenging the Status Quo



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Ask Me About My Panties

September 21, 2010

pantybypost_538x320pantybypost_538x200pantybypost_258x150Anticipation, novelty and luxury – these are the pillars of Panty By Post-ism.

Based in Vancouver, Panty By Post is exactly what it sounds like – undies in the mail. Sign up online and each month you’ll receive a sexy little package with mystery within.

Blog Your Heart Out

September 16, 2010

zemanta_538x320zemanta_538x200zemanta_258x150You could write great blog posts, you just know it. You have all these apple-cart-obliterating ideas but you don’t have the time or the patience to do the extra legwork that makes blogging an effective form of communication. All that linking and embedding and tagging.

And optimizing? What the blog is optimizing?

method and the People Against Dirty

September 7, 2010

method_538x320method_538x200method_258x150“Good always prevails over stinky.” “Role models in bottles.” “Ingredients that come from plants, not chemical plants.”

Got to give it to these guys, they have a way with words.

There’s a RedMoon on the Rise

August 17, 2010

redmoon_538x320redmoon_538x200redmoon_258x150“My dog’s stool is firmer!”

To you and me, that doesn’t mean much. If anything, it ranks among the things we don’t need to know. But for a guy in the pet food business, those words are honey-dipped.

Get Out the Whiskey, It’s Time for Night School

August 10, 2010

sorrento_538x320sorrento_538x200sorrento_258x150We tend not to think of hotels as cultural centers. In fact, chains do a lot of work to vanilla-fy so that customers have the same experience in Fargo as they do in Flagstaff. But one Seattle Challenger Brand is bringing the culture and rejecting the notion that a hotel’s only earthly purpose is to provide you with single-use shampoos.

Macho Cupcakes? Just Add Bacon/Booze

August 3, 2010

butchbakery_538x320butchbakery_538x200butchbakery_258x150The Cupcake. Has there ever, in the history of confection, been a better-defined brand? All that raindrops on roses and whiskers on kittens stuff. Tea parties. Sprinkles.

Frankly, it’s about time someone took a swing at those little pink paper cups. And Butch Bakery is the contender.

Snapology – The Decepticons of Education

July 20, 2010

snapology_538x320snapology_538x200snapology_258x150When it comes to getting kids interested in learning, nothing beats unabashed trickery. And robots.

Mechanical Turk – Rise of the Humans

July 13, 2010

mturk_538x320mturk_538x200mturk_258x150Despite what we’ve learned from reliable sources such as Neo, T2 and that really, really sad Haley Joel Osment movie, artificial intelligence has yet to take over the business world. Our newfangled machines can make a fine Twinkie, but there are still some things that require a good old-fashioned human brain.

With Venmo, No Mo’ (Money) Problems

July 7, 2010

Venmo_538x320Venmo_538x200Venmo_258x150What group would be complete without a friend who never has cash? They come in two models – the I’ll-just-put-it-on-my-AmEx and the I’ll-hit-you-back-next-time. One saps your dignity while the other seizes your dough. But if you had an account with Venmo, all you’d have to do is text 646.863.9557 with a message saying “Who” and “How Much.”

Bottles, Bottles Everywhere, and Not a Drop to Drink

June 15, 2010

boxedwater_538x320boxedwater_538x200boxedwater_258x150There he was, Benjamin Gott, in the belly of the beverage beast’s warehouse. Utterly surrounded by 160,000 sq feet of empty, name-brand plastic bottles. A weaker man might have cried.

Doodle – Herder of Cats and Corporations

June 9, 2010

doodle_538x320doodle_538x200doodle_258x150So you’re a busy little bee. “Go hard or go home,” you say. “Sleep when you’re dead,” etc. But scheduling anything with you is a nightmare. It’s almost not worth the hours of back-and-forth – the shuffling, the shifting. And it’s not just you. It’s your friends and family and coworkers. It’s the whole blasted system, man.

How to Oust Goliath? Be Sexy.

June 2, 2010

customshow_538x320customshow_538x200customshow_258x150You should be paying attention. For one, it’s your job. And two, one of these “slides” is bound to contain some info you need. OK, probably not launch codes for the company’s nuclear submarine. Still, you’re presumably watching this PowerPoint for a reason.