If you are a first time visitor, hello and welcome to the Challenger Project. If you are a regular, nice to have you back. So what’s up this month? Well we’ve decided to go back our roots and spend some quality time talking with and about brands with beliefs. ‘Don’t all brands have beliefs these days?’ we hear you ask. Well yes that’s the thing, today it seems they do.

When we started researching and writing about Challengers 10 years ago it was fierce beliefs that armed the scrappy David against the highly polished brand image held by Goliath. But today, thanks to the success of those belief driven brands and the broader adoption of Challenger thinking, brand beliefs seem to be a new kind of corporate religion. And so of course there are those ‘Believers’ who simply recite the words, carry on with business as usual and repent when necessary and there are those whose commitment to their principles and convictions define and drive their every behaviour.

Together we’ve been trying to get beyond the words written on a lobby wall or on a website to understand the kinds of beliefs that drive decisions, that challenge and change behaviour, that matter not just to the people who wrote them in the brand book but to people in the real world outside. We are looking for sharpness, for brand beliefs with teeth. We’ve found a few but please do give us yours.

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