[1][2] Challenger brands are categorised by a mindset which sees they have business ambitions beyond conventional resources,[3] and an intent to bring change to an industry.
[6] Virgin Atlantic, BrewDog, Tyrells, innocent,[7] Uber and Airbnb[8] are all considered classic examples of a challenger brand.
[10] A challenger brand looking to change something that is wrong or unfair in the world, and wearing that strong sense of purpose on its sleeve.
[10] The Next Generation challenger questions the appropriateness of the establishment brand – or even the whole category – for the times we live in today.
[10] This challenger narrative is one of provocation, a poke in the ribs, deliberately setting out to entertain and engage – even court a little controversy.
[10] The concept of a challenger brand was first introduced by Adam Morgan in 1999 in the business book, ‘Eating the Big Fish’.