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The 10 Types of Challenger Brands

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Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you?

Veröffentlicht in: Business

The 10 Types of Challenger Brands

  1. 1. THE 10 TYPES OF CHALLENGER BRANDS People’s  Champion   Core  Strategic  Thought:   A  challenger  that  consciously  sets  itself   up  as  on  the  side  of  the  consumer,  o:en   specifically  against  the  ‘cynical’/  fat  cat   market  leader.     Example:  Virgin   Missionary   Core  Strategic  Thought:   A  challenger  fired  up  with  a  view  about   the  world  it  has  to  share,  wearing  a   strong  sense  of  purpose  on  its  sleeve.       Examples:  REI,  Al-­‐Jazeera   Democra4zer   Core  Strategic  Thought:   A  challenger  that  takes  something   previously  exclusive  (stylish,  luxurious,   expensive,  hi  tech),  and  makes  it  much   more  broadly  available  to  the  masses.     Examples:  Target,  IKEA,  T.J.Maxx   Irreverent  Maverick   Core  Strategic  Thought:   Poke  beige  in  the  eye.  Challenge  status   quo  with  some  wit  and  humor.         Examples:  Dollar  Shave  Club,  Red  Bull   Enlightened  Zagger   Core  Strategic  Thought:   The  enlightened  brand  deliberately   swimming  against  the  prevailing  cultural   or  category  Tde.       Example:  Camper   Real  &  Human  Challenger   Core  Strategic  Thought:   A  ‘real’  people  brand  in  a  faceless  category.   SomeTmes  real  people  visible  behind  the   brand.  O:en  accompanied  by  the  percepTon   of  ‘small’  in  stature.     Examples:  Airbnb,  Sam  Adams   Next  Genera4on  Challenger   Core  Strategic  Thought:   That  was  then,  but  this  is  now.  New  Tmes  call   for  new  brands  and  services.         Examples:  PayPal,  Audi   Visionary   Core  Strategic  Thought:   Sets  out  higher  vision  of  the  brand  benefit   that  transcends  category  nature.         Examples:  Starbucks,  Zipcar,  Whole  Foods   Game  Changer   Core  Strategic  Thought:   A  brand  and  product  with  an  enTrely   new  perspecTve  on  the  possibiliTes   of  a  category,  which  invites  us  to   parTcipate  in  a  whole  new  way.     Examples:  Apple,  NeZlix,  Uber   Feisty  Underdog   Core  Strategic  Thought:   STck  it  to  Goliath  (i.e.  the  market  leader   in  the  category).         Examples:  Avis,  Pepsi      Icon  Usage  Credit:    Man  up  in  the  Air  by  Gan  Khoon  Lay  from  the  Noun  Project;  Moon  by  Iain  Hector  from  the  Noun  Project;  paBern  by  Eliricon  from  the  Noun   Project;  tap  by  Yaroslav  Samoilov  from  the  Noun  Project;  independence  by  Artem  Kovyazin  from  the  Noun  Project;  Heart  by  Roman  Shvets  from  the  Noun  Project;   Light  Bulb  by  Oksana  Latysheva  from  the  Noun  Project;  fast  forward  by  Hea  Poh  Lin  from  the  Noun  Project;  Flying  Pig  by  Amelia  Edwards  from  the  Noun  Project.   Brand differentiation is CRITICAL in today's ever-commoditizing marketplace. In their book Overthrow, Adam Morgan and Mark Holden identify the 10 different challenger stories. Every brand MUST be a challenger brand for success. Which one are you? Learn more about Overthrow, Adam and Mark at www.challengertype.com

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