Embracing the underdog: The Australian challenger brands disrupting their categories

Challenger brands are not necessarily small or niche but can be any brand that is ready to disrupt by bringing something new to a category.

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...

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