Some brands seem to rule the world. They’re big, powerful, profitable and widely adored. They talk and the world listens. They are the game-makers. They made the game and they continue to run it. Their playbook seems to pretty much decide the rules for most. But not everyone aspires to that level of success and not every market leader is at the apex of a totally satisfied segment. Which is why some brands opt for a different agenda. The gamechangers’ intentions are, quite literally, to change the world, or at least to shake the tree of the mighty incumbents. How do you do that without getting crushed or ignored? It depends. Did your brand start out as a challenger, or did challenging the status quo become your purpose as a brand? Because the starting point drives very different strategies and storylines. If your brand was a challenger from the start, one of the most powerful assets you have, providing it’s true of course, is a dirt-poor story. The brands that start from nothing and with …