How to build a challenger brand

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

How to build a challenger brand

Nick Geoghegan

Jump to:Definition | Where to Start | Essentials | Checklist | Case studies | Further reading

Challenger brands are not defined by their state of market, but by their state of mind. They are brands and businesses determined to change something about the category or the world. They understand that simply following the traditional way of doing things won't achieve the results they crave, so they change the rules in their favour.

Any brand or business can learn from the practices...

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