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.