Insights & Strategy
Famous Number 2: How Avis, Pepsi, Adidas, and AMD Built Billion-Dollar Brands on Being the Challenger
Avis 1962, Pepsi 1975, Adidas 1986, Burger King 2003, Lyft 2012, AMD 2017, Bing 2023 — the most studied positioning play in marketing history is being #2 to a category-defining leader. The discipline, the wins, the failures, and what the AI Communications era is repeating right now.