[Don’t misunderstand us, brand awareness is a good thing, especially when it is meaningful brand awareness. That’s what sets challenger brands apart. Challenger brands are not competing for mere brand awareness. Challenger brands realize that they cannot compete dollar for dollar in the pure pursuit of brand awareness. Their larger and more formidable competitors will outgun them every time on pure brand awareness. But there is far more to being a challenger brand than mere awareness. Challenger brands seek a relevant connection with their customers.
A relevant connection that resonates with those customers in a manner that makes it difficult for established brands to compete. Challenger brands seek to engage their customer in a manner in which the customer finds most relevant, not by some formulaic, cookie-cutter approach. Challenger brands find ways to make that connection unfold for the customer in a way that is most meaningful for the customer, thus establishing a deeper bond with that customer that paves the way for a longer-term relationship.
Challenger brands are by nature engaging brands. Challenger brands are the guerilla fighters of the marketing world. Are you a challenger brand?