Apple. Virgin. Southwest. JetBlue. Crunch. Snapple. Washington Mutual. What do these brands have in common? They're challengers, and successful ones at that.
They've mastered the art of zagging where others have zigged. They've taken on the goliaths of their industries and come out on top. The truth is, it's a challenging world out there, and every marketer these days needs to be a successful challenger or go down.
Market leaders can be challenger brands, too. Look at Citibank and IBM. By becoming their own best competition and continuously reinventing themselves they've continued to innovate and grow.
Here's what challengers do differently:
- The top dog is involved. Intimately. (Bring in your boss as a collaborator and ally. It's the challenger "way.")
- The advertising conversation and the business conversation are the same conversation.
- The work is seen as the ultimate weapon for conquering the competition.
- The brand is seen as a precious asset and the ultimate defensive fortification against copycats and commoditisers.
- The vision of the top dog drives the advertising.
- The vision of the agency and the vision of the client are complimentary and synergistic.
- Decisions get made in meetings, not just in between.
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