Unless you’re fat, happy and alone at the top of your category, you’re likely battling giants of some kind. You’re a challenger. You’re forced to turn constraints into opportunities by outthinking the competition. 

From infrastructural changes to car sharing to straddling buses, challenger brands are taking a stand against transportation methods that have remained largely unchanged since Henry Ford came rattling out of his garage. 

“The difference between ordinary and extraordinary is that little bit of extra.” When you make a powerful operational change that becomes part of your DNA, it can be the drive your team needs to try harder than their competition. 

How do empowered challengers make their brand ethos inherently sharable? Simple. By tapping into what customers of challenger brands care about most. Here are four truths challenger brands never forget when building tribes.