WHAT MAKES A CHALLENGER BRAND

WARBY PARKER

WARBY PARKER

Wingman outlines 20 common traits that make a brand a challenger and why its attractive to back as a passion project:

1} It is neither the market leader nor a niche brand in its industry

2} A rebel it its class 

3} They bring an intent to change an industry 

4} There is a focus, Avoiding a 'catch all' vanilla positioning 

5} Providing a different reason as to why it exists (purpose, mission, the problem its solving) vs others in the industry

HARRYS SHAVE

HARRYS SHAVE

6} Its also a mindset, dominant brands in a category often have to adopt a challenger brand attitude in order to keep innovating/ retain top spot 

7} Providing a clearly differentiated product or service

8} Ambitions larger than its apparent resource 

9} An upstart mentality 

10} Challenging the customer's experience/ expectations 

11} Providing clarity on what it stands for and why 

GYM SHARK

GYM SHARK

12} Its harnessing the sense of the underdog (even if it isnt the case), its David vs Goliath 

13} If done correctly, it's a culture that pervades thoughout the company and in all that it does: Challenge 

14} Challenging convention

15} Often a larger aptitude for risk-taking

16} A willingness to consistently tweak the noses of doubters

BREWDOG

BREWDOG

17} A perception of more grit and determination

18} Often disliked by some as they are challenging the boundaries, Challengers are happy being marmite  

19} On the relentless pursuit of squeezing more out of a limited resource 

20} They look squarely in the eyes of the incumbents, the Goliaths of a category, and say “There is a better way and here it is”.

N26 BANK

N26 BANK

 

 

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