[All too often, brands try to appeal to everyone. In so doing, they limit the appeal to those they covet most. Knowing what your brand stands for is essential for truly effective Challenger Brand marketing. Being willing to stand for something that is unique and culturally relevant is key to having a successful Challenger marketing strategy. A few examples:
– Costco with its membership-only strategy, where you pay to play.
– American Apparel with its provocative marketing approach that is a turn-off to some and a turn-on to others.
– And, of course, there is Apple with its proprietary operating system and “join-the-club-if-you-wish” approach to marketing.
So, stand for something unique and relevant, or risk standing for nothing.