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Give the underdog a bone – what challenger brands can learn from Japan’s rugby team and Skoda

Originally written for Marketing Week The Rugby World Cup in Japan has so far been a pristine example of how to stage the perfect sporting spectacle. A fascinating country with a vibrant and ancient culture totally distinguished from the rest of the world with an enthusiastic population wholeheartedly getting into the spirit of the event. Even in the worrying prelude and tragic aftermath of Typhoon Hagibis, the magical, dynamic and exuberant joie de vivre of the host nation has shone through, never more so than in the performances of their national rugby squad who have, almost unbelievably, topped their pool group, beating nominal world #1 team Ireland and an improving Scotland en route. It’

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