Trying to define what it means to be a challenger brand is a bit of a paradox. Once upon a time, it was simple – challengers were the scrappy underdogs shaking up slow-moving industries. But today, the idea of being a challenger is more nuanced. It’s not just about taking on the big players; it’s about thinking differently, acting boldly, and staying true to the values that made you stand out in the first place – even as you grow.
