Mark Barden, partner at eatbigfish, on why brands need to consider sustainability as a way to reinvent their business and communications strategies — and how any brand can think and act like a challenger.

How to reinvent like a challenger

The first point we need to establish is that being a challenger brand is not about being small or being number 2 or 3 in the category. It is all about mindset. It is about have more ambition than resource and a willingness to accept that, because of the big gap between those two things, you have to bring something new to the party, you must break norms and conventions, be bold and dramatic. Anyone reading this can adopt a challenger mindset.

One of the best examples of this is Burger King, led by Fernando Merchado. You may have seen "Whopper Sacrifice" and "Traffic Jam Whopper", but the example I want to describe is the Moldy Whopper campaign. Going back to our conversation about marketers understanding where the category is going and advocating for...