Challenger Brands have meetings, too. We’re not always busy taking down our industry gorillas, we’re often planning on how to take down our industry gorillas. And to do this, we need to gather our sharpest Challenger Brand minds and focus them on a specific or series of tasks, goals, opportunities or other end result of assembling our best and brightest. You know, a typical corporate meeting.

While we all know Nike, Apple, and Facebook because of the products they sell and the services they provide, it’s clear that there’s way more to these three organizations than what they provide to the public.

A new corporate branding represents many things for a company. It’s more than just a fresh coat of paint on an already existing entity. It’s a fresh start. It’s a separation from the things in the past that didn’t work. It’s a way for a business to move forward and completely reinvent itself.

Brand managers have the potential to truly make a difference in their companies and in their industries. They enact change, they solve problems, and they help people to lead happier and more fulfilling lives.

As a challenger brand, you need every edge you can get. The big shots have money, prestige, power – every advantage under the sun. This makes things very difficult for challenger brands. And yet, it’s never been easier for a challenger brand to produce effective, attention-grabbing advertising. All it takes is some technical know-how, a little creativity and an enduring dedication to the voice of the customer.

Bigger isn’t always better. In fact, being big can sometimes work against businesses. It’s possible to be too big, in a way that’s detrimental to a company’s long-term success. That gives challenger brands a major advantage, especially in today’s technology-driven landscape.

History, they say, is written by the winners. But that’s not necessarily the case when it comes to challenger brands. In many cases, challenger brands not only find a way to coexist alongside their larger competitors, but they’re also able to dramatically alter the marketplace in their own way, forcing the established leaders to change themselves.

In the marketing world, there’s no such thing as playing it safe. Timid and conservative advertising is frequently overlooked as passé and uninspiring. People don’t want their favorite brands to do the same old thing.