Fear Indifference Not Rejection

Challengers understand the importance of courting people who share the same points of view that they do. Time after time, we see that the most potent Challenger strategies are those that are built with a clear aspirational mindset of who their consumer is. This group might not represent the volume, but they appeal to a mindset the consumer wants to

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Challenger brands treat their consumers as more than just people who buy their stuff. They focus and speak to them with respect, unafraid of the fact that some people might reject them. Through the overcommitment to a specific tribe and mindset, along with the acceptance of rejection by others, Challengers create more exciting brand worlds, reposit... See more

Whilst incumbents might gravitate to jumping on the latest trend bandwagon or worse – playing into a lazy audience insight – Challengers lean into the fact that they have set themselves ambitions that might feel bigger than their brand. They continually find ways to recontextualise and evolve their message to keep them fresh.