[Challenger Brands realize we no longer exist as simply neighborhoods, cities, states or even a country of consumers. The Internet has clearly established the entire world as a community of consumers. As such, Challenger Brands recognize that demographic information, once the hallmark of focused marketing, has taken a back seat to the much more powerful psychographic profiling.
Challenger Brands still value the tangible aspects of categorizing their target audience as to absolutes such as age, gender, race, income, marital status, or other such attributes of demographics, especially where specific services offered require a more focused local approach to marketing.
However, Challenger Brands realize that the less tangible characteristics of psychographic profiling such as the passions, creeds, and value system of their target audience is of far greater importance in appealing to the hearts, minds and souls of their current as well as future customers. Are you a Challenger Brand?