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CHALLENGER BRAND STRATEGY
 Introduction
A "Challenger Brand" is the third, fourth, or worse ranked brand in the category. They face an entirely different and unique set of challenges than "lead" or big brands.
Often they're squeezed from the top by the bigger brands with more resources, and picked at from the bottom by well positioned niche brands.
The middle is typically no place to be. They need to grow fast.
Adam Morgan, noted expert on the subject, did an extensive study a while back. What did successful "Challengers" do to stimulate rapid growth, he asked? He noticed a pattern of eight steps. Here they are, slightly edited by us:
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1.
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Break with Your Immediate Past
Marketers need to break free of the clutter of little pieces of knowledge that are the basis of their strategic thinking in order to see the real opportunities for radical growth.
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Build a Lighthouse Identity
Develop a very clear sense of who or what you are as a brand/business and why-and then project that identity intensely, consistently, and saliently to the point where, like a lighthouse, consumers notice you (and know where you stand) even if they are not looking at you.
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Assume Thought Leadership of the Category
There are really two "market leaders" in every category: the brand with the biggest share and the biggest distribution and the brand that is the one that everyone is talking about. If you're not the market leader, be the one everybody's talking about. Seize thought leadership.
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Create Symbols of Reevaluation
Be in a hurry. Puncture the consumer's autopilot and create reappraisal of yourself and your category swiftly and powerfully. To do so, create big, impactful acts or marketing ideas that capture the indifferent consumer's imagination and bring about a rapid reevaluation of your image in the consumer's mind.
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Sacrifice
Since you have fewer resources in almost every aspect of the business and marketing mix than the market leader, what you sacrifice is as important to your success as what you're doing. Know exactly what you're sacrificing. Counter-intuitively, sacrifice is often what generates profitability, through stronger loyalty from those you attract.
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Over Commit
You've chosen to drive success through one or two key activities. These must be successful-and to achieve that success the you must not commit but overcommit.
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Use Publicity as a High-leverage Asset
The intelligent pursuit of publicity is one of the few remaining sources of competitive advantage, but only if it is systematically embraced. Build it into your advertising, sponsorships, special events, employee programs-everything.
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Become Idea-Centered, Not Consumer-Centered
Your relationship with the consumer is now built on your strategy of breaking the mold. Ironically, now you have to change to remain the same. Don't change your core identity, but constantly change the way the consumer experiences that identity. That calls for a never ending stream of ideas.
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 Downloadable PDF Version
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