Aldi has built a perception of itself as an unpretentious supermarket for the cost-conscious. And by using techniques typical of challenger brands – through self-effacing humour and the use of ‘real people’ in ad campaigns – it’s capturing the hearts (and wallets) of the British public.

Whether it's Chanel No. 5 or Kim Kardashian’s Gold, perfumes have always been as much about the story around the scent as the content itself. Despite its unsophisticated aroma, Missguided's Babe Power has become a bestseller by offering an alternative to luxury perfume.

Liquid Death is a canned water which combines the high octane branding hallmarks of energy drinks with the health-appeal of H20. The drink has garnered attention online via a tongue-in-cheek viral video that appeals to both the rebellious nature and the health concerns of youngsters.

Memes are a staple of internet culture – but what happens when brands try to get in on the action? As part of its #TFW campaign, Gucci collaborated with artists to create branded memes, but was this co-opting of digital youth culture an inspired decision, or just cringeworthy?