Challenger brands need to introduce something new. They need to think about what they can bring to or change about each particular situation. The important thing is to imagine what that ‘big guy’ cannot do.”
Airbnb is an example of a brand that is fundamentally challenging how the hospitality industry works by engaging customers in a very different way. This also extends to other players in the airline, auto, and cleaning industries just to name a few. So how do brands become challengers? What does it take? Barden left the audience with some key considerations.
It requires an ambition that exceeds resources because it will force brands to think uniquely and do things differently. It requires a challenge. This challenge has, at its heart, a story that will demonstrate how it can change the way something in the world works. Introducing an entirely new category of choice will get people’s attention. It also requires a strong sense of belief in what is to be done.
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