Challenger Brand Strategies: 3 of The Top

Challenger Brand Strategies: 3 of The Top

If you’re reading this, then the chances are you work for, or are thinking of breakthrough message methods for your own brand. You understand the importance of adopting an anchor strategy to communicate with your chosen audience and market well.

With the raise of generation-z consumers the call for brands, in any sector, to be a challenger is a fact that even house-hold known brands strategise around. Being a disrupter appeals to the next gen, grabs attention and importantly gains brands, sometimes viral global attention.

The first step in strategy has to be to define the dominant narrative in your category. Brand competitors will tell a similar story about their role in the world because specific categories have historically leant into a certain positioning, and over time this has become the accepted strategy.

For example, technology giants tend to adopt the, ‘Next Generation’ outlay, Apple being the most famous example, are appealing to youth culture who systematically demand cutting-edge tech innovation, and design trends.

You’re also in a category with a growth rate that means you have to ‘shout’ to been seen, so in this pit-stop we look at 3 tried and tested challenger brand strategies developed by our friends at eatbigfish; which one is your brand best suited to?

Next Generation

The Next Generation Challenger aims at questioning the establishment brands for the times we currently live in; it challenges the relevance of the past, on today’s world.

Example Brand:

Facebook – changed the way we communicate with people forever. Mark Zurgerburg and Eduardo Saverin looked at finding and connecting people in way that previous brands had, but their approach broke-through where others stagnated or lost appeal.

The People’s Champion

The People’s Champion is just that – one for the people. They specifically lay claim to the marketing area that is standing up for the consumer who has been undeservedly exploited by the major players in their sector so far.

Example Brand:

Uber – While everyone loves cabbies, Uber single-handedly went head to head black cab drivers everywhere by launching an app that gives users total control over their ride, pricing and payment.

The Missionary

The Missionary challengers are brands who see themselves as ambassadors for change, in an ethical and transparent way. They have a big sense of purpose, passion and honest ambition to alter the world we live in for the better; they want to actively be agents for change and believe it possible through solidarity and shared-vision.

Example Brand:

The Body Shop – Anita Roddick is the ultimate founder who may have invented this strategy back in the ‘70s when she launched The Body Shop. The Activist brand called out everything that was wrong with the beauty industry from the start and exposed the truths to the world, causing a ripple felt forever.

So what now? No one knows your brand better than you, what and who you stand for from day dot of your brand narrative stick, so choose a strategy the naturally aligns with you –  being authentic translates in any market or language.

To discuss your brands’ next science-led creative challenger campaign, contact us here,


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