[Sure, traditional interruption marketing still has its place. But rarely do Challenger Brands have the resources available to conduct the type of sustained print, broadcast or out-of-home advertising campaigns that are necessary to achieve the brand recognition and ROI that would justify such an expenditure. Challenger Brands recognize the cost-effective impact Internet exposure provides. However, Challenger Brands do not act like advertisers of a product online; they act like publishers of information.
The difference is dramatic, and necessary, in this social media-driven world. Challenger brands generate an online presence that their target audience is eager to consume for its educational value. Challenger Brands create a virtual front door that their target audience is eager to link to. Challenger Brands recognize that they need to share their knowledge and expertise with a world that is seeking the information they have to offer. Challenger Brands recognize that, as the authoritative source, sales and revenue streams will follow by default. Are you a Challenger Brand?