If we look at a decade of a new generation of dynamic challenger brands, they vividly illustrate varied set of narratives with which they have successfully challenged a market, and a market leader. This model is an exploration of the 10 most common successful challenger narratives, what they share and how they differ, drawn from research into some of the most successful challenger brands of the last decade. Each of these narratives is, in effect, a dynamic challenger strategy that takes on the category or a leader; each differs in that they succeed through challenging something different in order to bring about breakthrough.
In conjunction with PHD Worldwide and the Cannes Lions festical we have created a simple tool to help surface what your bias is, both as a brand owner and as a person driving the narrative forward.
Download the Cannes Lions app to take the test to find out what type of Challenger you are, what Challenger Narrative your brand should follow, and discover what that might mean for your communication and media strategy.