You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Yes, Your Brand Can Become a Challenger -- It's Not That Hard With a Mix of Feisty Strategies and Tactics, a Market Leader Can Be Dethroned By Andy Pierce, Published on December 26, 2013 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.