Challenger brands are defined by their behaviour and determination to change something about the category or the world – to change the rules in their favour. Recessions and other times of disruption can be a great opportunity for challenger brands to change their category and collaboration is a great choice to scale on limited resources. Challenger thinking is no longer the preserve of the small, upstart brands – big brands are also applying it to achieve breakthrough effectiveness.
Definition
The concept of the challenger brand was coined over 20 years ago with the publication of Adam Morgan’s Eating the big...