All posts tagged: responding as a leader

Taking on the challenger brands

Taking on the challenger brands

I’m a long-time advocate of challenger brand strategy. I’m of the view that if you can goad the incumbent into a fight and portray your brand as the much smaller player with principles, then it’s game-on. But what if you’re on the other side of the counter? If you’re a major brand and you’re being hounded by a challenger, how can you respond without drawing flak or encouraging buyers to support the underdog-that-dared?