challenger brands
Nintendo Music, on the one hand, is another Nintendo standalone digital product emerging out of the corpses from previous apps including the 2016 social game Miitomo and quirky products like the Power Globe. On the other hand, I fucking love it — and there are four specific reasons why:
- It creates further reliance on the integrated Nintendo
How Nintendo Music Potentially Outlines the Future of Media
in a sense, a challenger in the music space. But interesting that they have taken this approach as a way to protect their IP and maintain a direct r/s with their audience rather than building on other platforms where there’s less control
They’re textbook challenger. They have fans, not customers. They’re about emotion, not function. They use comedy and comedians like Red Bull use extreme sports and extreme sports athletes.
on liquid death
I notice we tend to talk about challenger brands from the implicit position of ‘Blimey! Who would have guessed that would work?!’ Yet from the very first second you hear a good challenger idea, it’s screamingly obvious when it’s gonna slay⁵. The whole challenger approach IS JUST ANOTHER CHAPTER IN THE BOOK OF CONVENTIONAL WISDOM INNIT.
Rick Rubin talks about hidden rules that hold us back:
"It’s a healthy practice to approach our work with as few accepted rules, starting points, and limitations as possible. Often the standards in our chosen medium are so ubiquitous, we take them for granted. They are invisible and unquestioned. This makes it nearly impossible to think outside the... See more
"It’s a healthy practice to approach our work with as few accepted rules, starting points, and limitations as possible. Often the standards in our chosen medium are so ubiquitous, we take them for granted. They are invisible and unquestioned. This makes it nearly impossible to think outside the... See more