[Challenger Brands realize that brand is not about a product, no matter how loudly the product development folks may try to lay claim. Challenger Brands realize that brand is not the company itself, no matter how forcefully the folks in the C-Suite might believe it to be true. Challenger Brands realize that brand is not about past accomplishments, no matter how great they may have been and regardless of how much the marketing folks might like to tout them. Challenger Brands recognize that their customers ultimately determine the essence of the brand based on their personal experiences with it.
As such, Challenger Brands recognize that they must find a way to make personal connections with their customers, potential customers, and employees all of which have differing motivational sensitivities. Challenger Brands find a way to convey their brand’s ethos in way that resonates with those to whom it is targeted. Challenger Brands rise to the occasion. Challenger Brands realize it’s not that challenging to follow one’s passion. As Winston Churchill once said, “I am easily satisfied with the very best.”
Are you a Challenger Brand?