I learned this concept from Adam Morgan. Challengers are someone who are new to the market and has a strong belief that they want make a change by doing something better than what’s currently available. From the outside, challengers are considered the little guys in the impossible race with all the giants in the market place, but often end up gaining the market share as they set out to achieve. The most famous example is Apple Computer in its early days.
When internalizing enough, challenger brands are the most powerful and inspiring way to take a stand. In a time of change, people are seeking directions and the leaders that we can align with. If your business purpose is to create a change because the status quo doesn’t serve anyone any more, challenger brand is one way to bring you to the next level and connect with people you seek to serve.
