With a love for the underdog at its core, Australia has wholeheartedly embraced challenger brands of all shapes and sizes. Challengers, such as the furniture brand Koala, have become well-known and well-loved for their ability to poke fun at the category leaders. Tech-centred brands, such as Up Banking, have used their developer mindset to disrupt their sector by refusing to bow down to category norms.
How to define a challenger brand
Despite their association with the plucky, get-up-and-go attitude of startups, challengers aren’t necessarily small or niche. In fact, Apple – one of the most valuable brands in the world...