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?

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
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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?
Learn more about Overthrow, Adam and Mark at www.challengertype.com