Why Every Brand Should Be a Challenger Brand

In recent years I’ve become a big fan of professional wrestling. So, you can imagine as I ponder the term “Challenger Brand” that I begin to instantly conjure up a vision of a championship bout between two musclebound contenders ready to fight to the pin for a title.

“Presenting the challenger…” the announcer will say to start the introductions. The challenger faces the champion. But is that champion not also a challenger? He or she is fighting just as hard to win that title again. They’re challenging whatever force is on the other side of the ring.

I understand that this is semantics. But as brands begin to label themselves as challengers in a market, it shouldn’t be something we take for granted or pretend it’s an exclusive club.

EVERY brand should be a challenger brand. Because if you’re not challenge something, you’re not growing. You’re not even in the fight.

The driving force behind marketing is to create change (just ask Seth Godin), so at the very least, the goal for every brand should be to challenge the status quo. Do you make hats? Challenge durability and make yours last longest. Do you sell insurance? Challenge personalization and strive for authentic one-on-one care.

Fight your fight. Win your customers.

Because on the other side of the ring are the market leaders. If you think they’re not challenging something and seeking to win fights and grow, then they just might catch you looking with an uppercut to the jaw.

I take inspiration from innovators like Bonin Bough, who took the reins of Oreo’s media budget and revolutionized a brand that was spinning in circles with their advertising. He made a champion cookie feel urgent again to an entirely new audience.

And if an icon like Oreo can grow, so can we all.

Ding ding. That’s the bell. Let’s fight.

Want me in your corner? Give me a ring (of the bell or the phone).