By Paul Cash | CEO | Hurricane
Any company, product or brand that is either No.2 or No.22 in its category or market has the potential to be a challenger brand. Think of the challenger as the underdog, the pirate, the rule breaker and you get the picture.
What makes the challenger unique is that it looks at the conventions adopted by the market (niche or otherwise) and seeks to disrupt the status quo by offering a new perspective on the category or the market as a whole. This can often be driven by technology or service level innovations, challenging the existing price-models of the category or simply by way of creating a compelling brand attitude.
Obvious examples of this are Nintendo Wii in the Gaming market, Lush beauty products and Diesel on the high street, Innocent and Redbull in the drinks market, SalesForce.com in the SaaS CRM space, Linux in the Open source software arena, EasyJet in the aviation industry and many, many more.
It’s worth noting that NOT all challenger brands are small companies who take the position of a scrappy David (i.e. as in David v Goliath). Challenger brands can equally come from start-ups or be incubated within large corporate entities. Google for example is challenging the domination of Microsoft with the launch of its Chrome OS and conversely Microsoft is challenging Google with the launch of Bing its new search engine. …Continue Reading at B2B Marketing Online
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