MISSION & VALUES
OUR MISSION IN SIX WORDS:
DELIVER RIGHTEOUS CAUSES BRAND BY BRAND
THE CATEGORIES
OUR VALUES:
THE VALUES UPON WHICH OUR COMPANY WAS FOUNDED.
OUR ULTIMATE BENCHMARKS:
GOOD
We’re ready, willing and able to amplify real, authentic, warm brands that are determined to make a positive impact on the people who chose them and the environment in which we live.
INSUBORDINATE
Our brands are built on an all-consuming sense of mission, based on rebelling against the accepted norms used by big brands. Our brands are insubordinate in their approach and in their value promise to customers. They all set out to improve and progress their categories: renouncing corporate uniformity, removing preservatives and chemicals, focusing on natural ingredients and an ethical approach to humanity and the planet.
TRUSTED
Consumers trust Challenger Brands with their preferences because challengers seem to understand how they live, what makes them click, what they love and hate.
HUMAN
We believe in the power of people, in the force of creativity, and in the uncompromising strength of being brand and business owners.
We work with entrepreneurs whose goals are aligned with ours, and do all we can to grow their reach so as to impact more people, more of society, and more of the world. We promise never to dilute, only to enhance your vision.
If forced to choose between ‘big’ and ‘relevant’, we’ll always choose ‘relevant’.