A brand and product with an entirely new perspective on the possibilities of a
category, which invites the consumer to participate in the category in a whole new way.
What is it challenging?
The fundamental drivers and codes of the category to date. Not the beliefs or values – more the dimensions of the consumer experience it has played up and played down.
Why does its consumer respond to it?
They are engaged by fresh perspective on a familiar market: ‘Wow, I’d never thought of this experience like that before’.
Christopher Lukezic, Director of Marketing and Communications EMEA, Airbnb
When a Challenger Brand sets out to be a Game Changer it isnʼt simply setting out to challenge category convention (like its Irreverent Maverick or Next Generation siblings) but to go further. Their explicit ambition is to change the way we think about and experience their category, through our relationship with their product and service.
The brands that have this capability– often rooted in experiential, functional technology Challengers– typically present us with products and services that not only change the way we think about a particular category, but go as far as to change the way we live our lives altogether, in big or in small ways.
Becoming a Game Changer is not something you can simply intend to do or something you must convincingly announce. It is something you have to do. This stance, perhaps more than some of the others, is not about taking a point of finding a new way to communicate your story or your ambition. It is less about identity and engagement and more about dramatising the experience. It is an entirely new product, service or experience, wrapped in an entirely new category narrative.
And once you start changing the category, you need to keep changing it – or someone else will change it again for you. The only way to stay ahead is to think like the hungry Challenger you once were. Ask Wii.