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What are challenger brands - and how they win

Dec 29, 2021 Β· 2 mins read

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Every industry has a set of beliefs - beliefs about what's right, what's doable, and what the people want. Challenger brands ask: what if the conventional beliefs are wrong?

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Airbnb questions the assumption that hotels can't be homely. Xiaomi questions the assumption that great tech has to be expensive. Let's look at ten types of challenger brands!

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Missionary: Brands that transform some core practice of an industry. Example: Tony's Chocolonely makes premium chocolates without child labor.


Real & Human: Brands that keep their tone warm and authentic. Example: Mailchimp.

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Next Generation: Brands that challenge the entire category. Example: Impossible Foods makes plant-based alternatives of animal food products.

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People's Champion: Brands that stand up for the under-served public. Example: T-Mobile US.

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Enlightened Zagger: Brands that swim against the tide. Example: The slow-journalism movement, going against the 24/7 news culture.

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Democratiser: Brands that boost accessibility of something luxurious. Example: Warby Parker made designer eye ware available to everyone.

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Irreverent Maverick: Brands that use provocation and controversy. Example: Dollar Shave Club.


Feisty Underdog: Brands that own up the challenger image. Example: Bumble encourages comparisons with the bigger fish in the pond, Tinder.

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Dramatic Disruptor. Brands that bring a major change to the industry. Example: Tesla's all-electric cars changed the automobile industry.


ο»ΏLocal Hero: Brands that use their native origins to challenge international brands. Labels like "home-grown" play to this sentiment.

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Bottom line. Most domains have established behemoths, but that doesn't mean upstarts don't have a chance. But to be successful, a challenger brand must use smart strategy, pick a brand image, and stick to it.

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