20 Challenger Brands to Watch in 2016

There’s been a huge amount of talk of challenger brands in the marketing press this year already. So who do we think are going to be the movers and shakers in 2016? We’ve put together our annual 20 challengers to watch list here at eatbigfish with a helping hand from some friends of ours. Complementing our choices are suggestions from top brand thinkers and authors including Denise Lee Yohn, Ed Cotton, Faris, Porter Gale and Whitney Johnson. Enjoy.

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1. Everlane

For radical transparency.

2. Slack

For killing email with kindness.

3. Our Vodka

For figuring out how to be both global and local.

4. Atom Bank

For setting a new standard for 'Challenger Banks'.

5. Jet

For making Amazon's weak spot a competive advantage.

6. Peloton

For promising to make Apple look small time.

7. Thinx

For breaking the taboo around menstruation.

8. American Giant

8. American Giant

For paving the way for a new generation of belief-led brands.

9. Mary's Medicinals

9. Mary's Medicinals

For a fresh toke - sorry take, on the cannabis category.

10. Pirch

For taking the showroom concept to another level.

11. Seedlip Drinks

11. Seedlip Drinks

For bringing color and advance to not-drinking.

12. Chain

For creating a financial platform to one day rival Wall Street.

13. Karma Cola

For 'Drink no Evil' and sticking it to Coke.

14. Tesla Powerwall

14. Tesla Powerwall

For at least attempting to get some of us off the grid.

15. First Utility

15. First Utility

For standing up to the UK's Big 6 Energy firms.

16. Cylance

For being anti-antivirus.

17. Lyft

For giving Uber a bloody nose in 2016. (We hope...)

18. Antidate

For flipping the rules of dating.

19. DirecTV

For elegantly positioning cable as a thing of the past.

20. Jimmy's Iced Coffee

20. Jimmy's Iced Coffee

For being the 'Real & Human' challenger in FMCGs.

Opinioneatbigfish.2 February 2016Challenger Brands 2016, Identity, Featured