For established brands, the format provides a direct way of interacting with customers, turning each day's trading into a consumer focus group.

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Because major appliance manufacturers don't have a lot of expertise in embedded system development, look for partnerships between established brands in both fields.

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InBev has already been accused of tinkering with the long-established recipes for its iconic brands, mostly in the name of cost reduction.

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Despite a decent knowledge base, established brands and a captive domestic market for consumer electronics, the big five have failed to bear the pain of a global downturn in the market for chips.

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Some firms have decided not to be the invisible force behind the e-learning efforts of established universities, but rather to become brands known in their own right as a place for students to find courses.

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Traditional sectors such as hotels with brands like Hilton, Sheraton and Marriott seem ready for next gen brand culture like you find in air travel where many long-time established players, for example, British Airways, Singapore Airlines, and American Airlines face rising next generation challenger brands such as Delta Airlines, Turkish Airlines and Emirates Airlines.

FORBES: The Next Generation Challenger Challenges the Establishment Brand