Coalition building - or the art of setting up alliances to influence policy outcomes - has long been dominated in Brussels by trade associations representing a specific business or industrial sector. These traditional types of coalitions are generally well respected by EU institutions because of the legitimacy they gain from the volume of members they represent - whether individual companies or national trade associations. However, today, these long-established coalitions are being challenged by smaller ones led by a handful of companies who decide to break away from the pack. Inspired by NGO tactics, these often short-term and ad hoc coalitions tend to engage in a more aggressive, single-issue type of lobbying oriented almost exclusively on communication campaigns.