Challenger brands aren’t defined by their position in the market, but by their approach to marketing. Rob Grant explores what it means to be a modern day challenger and what all brands – big and small – can learn from 10 of the most disruptive brands in Australia and New Zealand.
Conventional wisdom says the young learn from the old, the child from its parent, the naïve newcomer from the wise and worldly master. In a nutshell, Luke Skywalker and Obi-Wan Kenobi in Star Wars.
Yet, despite being often younger or smaller, challenger brands can flip this logic on its head.
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.