Belief Driven Brands
Defined by a mindset and mission, challenger brands lead with belief and conviction to change the status quo. Customer expectations are continually in reset mode with digital technology and supply chain streamlining improving the customer experience. Challenger brands see themselves as outsiders taking a fresh look at a product or segment they believe is ripe for change.
At its core, they challenge assumptions are focused on changing the status quo and revamping the customer experience.
Superbrands such as Amazon, Uber, Netflix, and others have redefined what it means to shop, watch a movie, and move freely around town. A shift in mindset, challenge to the norms, creative innovation often coupled with the need to spend less to accomplish more.