A challenger brand needs to create symbols of re-evaluation to succeed in the market and not just brilliant ads that try to change assumptions with attitude and words.
When a challenger brand wants to compete with an established brand, they need to puncture the consumers’ autopilot thinking by creating symbols of re-evaluation. These symbols of re-evaluation are often the game changers. And they are steeped in the business and not just brilliant communication.
Below are three great examples of challenger brands which went on to challenge the established brands:
Toyota Tundra:
Toyota had an over-engineered product when they were taking on Ford & GM, the big daddies of trucks in their home market, US.
Chobani:
Questioned Nestle & Danone on the way their products are made
Fogg:
Created symbol of re-evaluation by questioning what consumers are paying for
DISCLAIMER:
This blog represents my views. They do not necessarily reflect those of my employer
When a challenger brand wants to compete with an established brand, they need to puncture the consumers’ autopilot thinking by creating symbols of re-evaluation. These symbols of re-evaluation are often the game changers. And they are steeped in the business and not just brilliant communication.
Below are three great examples of challenger brands which went on to challenge the established brands:
Toyota Tundra:
Toyota had an over-engineered product when they were taking on Ford & GM, the big daddies of trucks in their home market, US.
Chobani:
Questioned Nestle & Danone on the way their products are made
Fogg:
Created symbol of re-evaluation by questioning what consumers are paying for
DISCLAIMER:
This blog represents my views. They do not necessarily reflect those of my employer
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