Challengers are not simply chasing number one in their category.
They migrate culture. Change the vernacular. Turn predictability inside out. In essence, a challenger brand does not just break the rules. They change the game.
Competition goes beyond competitors. Obstacles are sometimes more detrimental. Everything must be considered during your brand’s development if you want to become what we call an Empowered Challenger. In other words, being the challenger that succeeds.