[Challenger Brands by definition are thought leaders. They are constantly seeking to lead popular culture somewhere new. They recognize that it is no longer a “sell to me” world, that they need to stay ahead of the curve by providing their target audience with valuable information. Think about that for a moment. If a brand is telling you what you already know, is that leadership? Would you respect them for it? Would you buy from them?
If a brand is leading you somewhere new, opening exciting new vistas, providing you with knowledge to make informed decisions, is that not a brand you will respect and trust? Thought leadership is demonstrated by answering the questions the audience didn’t think to ask. A Challenger Brand gains sales traction in subtle ways by delivering authentic thought leadership that brands the organization as a serious player that you want to do business with. Are you a Challenger Brand?