Once you start thinking like a challenger you start finding examples of brilliant challenger marketing in the most unusual places. In fact, the examples start to glow in the dark.
Challenger brands are defined not by their runner-up status, though market rank is a tempting proxy. Being a challenger is primarily a mindset. Being number two, three, or ten in a category isn’t what makes a challenger brand. What makes a challenger brand is the way the people responsible for marketing it think about their position.
A paradigm shift.
Challengers always have ambitions that outstrip their resources. Being a challenger is about reframing limitations as advantages, challenging convention, and harnessing the power of surprise – something that often goes unappreciated. But the single most compelling thing a brand can do is surprise people. “Surprise” is what makes a 3,000-year-old story about a boy knocking over a giant so darned durable. It’s the upset that fans remember, not so much the game.