The classic view of a challenger brand is David vs Goliath, the plucky newcomer against the established incumbent.
Its an easy to see the appeal. There aren’t many people who don’t find themselves rooting for the underdog in these stories (and in sports finals!). Its a story with immediate appeal and a very strong hook!
In reality, there’s often more to the challenger story. There are huge companies, like Nike or Red Bull, who think and act like challengers, as well as being market leaders. The challenger ethos runs deep in their souls.
Thinking differently can be strong strategic option and lead to great loyalty and market share.… Click here to read on