Create clarity through contrast

Burger King, 7Up, Samsung. What do these 3 brands have in common?

The 3 are challenger brands.

Consumers perceive them as losers. They're seen as second best.

Historically, Burger King is smaller than McDonald’s. 7Up is smaller than Coke. And Samsung is smaller than Apple.  

What this means is the dominant player (McDonald's, Coke and Apple) owns the mark…