Olio Interview — The Challenger Project | The Home of Challenger Brands

What advice do you have on being a custodian of a challenger brand?

As a brand team, the first thing is to be pragmatic. So over-index on the high-impact, high-visibility communications, and don't worry too much about the longtail of every social post going out.

Second, don’t be too precious: encourage the team to have fun with the brand. Over-inves... See more

As a brand team, the first thing is to be pragmatic. So over-index on the high-impact, high-visibility communications, and don't worry too much about the longtail of every social post going out.

Second, don’t be too precious: encourage the team to have fun with the brand. Over-invest in what I call internal implementation. It’s really important to p... See more