The Challenger Revolution
1. It begins with a Righteous Cause
True Challenger Brands set out to change something radical in their category, for the better of consumers, the planet, or society. We call this 'something radical' the brand's Righteous Cause: It's their lifeblood, mission, and reason for being.
Great challengers engage positively with the issues of our time (the stuff people really care about). We like brands that have identified a problem - a villain if you will - and made it their mission to take that villain down.
We love challengers like this because, as consumers, they make us feel less guilt and more satisfaction. They give us hope. And they make a difference.
2. Disruptive Innovation
In delivering their Righteous Cause, we’re looking for innovative brands that positively disrupt the status quo.
We believe in brands that try to create cultural and moral good, that see value in things that have been discarded or forgotten, that create something genuinely useful or entertaining, or just operate in a new way such as cutting out the middleman to save everyone money.