Eating the Big Fish

Challenger Brands make a habit of setting impossible goals for themselves, and setting mildly impossible solutions. They understand the NEW customers, the ‘Über children’. They create the ‘Unreasonable Consumer’, by surprising and delighting them. They challenge and progress the category. They are prepared as Challenger Leaders to be more unreasonable than established brands (Market Leaders). They make consumers unreasonable by changing their expectations and thus their behaviour. It is about winning in the age of the ‘Unreasonable Consumer’. That’s the way they eat the Big Fish.

In a world of choice where the rate of launches and relaunches far outstrips the consumer’s interest, Challenger Brands:

1. Dramatically simplify choice
2. Create new criterion for choice
3. Give the consumer a way of thinking and feeling about the category in a way they have never had before

It takes the best Toyota Dealer in the US, 6 minutes to do the first 5,000 miles’ service check. They surprise and delight their customers and make the customers of other car brands unreasonable and thus unhappy with the service of their chosen brand. Old trade-offs and business strategies no longer hold, as the progress of Challenger Brands is not going to slow down. Creativity is basis for the Challenger Brand business strategy.