Warc Briefing: Challenger Brands
Adam Morgan
Definition:A Challenger brand is a brand seeking to grow in the face of an established market leader and the status quo in its category. It can also be a brand in an emerging or nascent market aiming to expand by challenging a consumer mindset.
Quick facts
- The concept was effectively introduced to marketers by the 1999 publication of Eating the Big Fish: How Challenger Brands compete against Market Leadersi.
- A Google search for 'Challenger Brands' yields about 3 million hits.
- In 2010, search engines (Bing), cleaning products (Method) and airports...