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Finally there is a temptation sometimes by detractors to see this kind of attitude as a substitute for product strength – that challengers take the Irreverent Maverick stance because there is no other real difference in product offer between themselves and the competition. But this is too simplistic – very often this kind of challenger
just has a different type of product or service proposition wrapped in this irreverent ethos.
And, as our interview with craft beer punks BrewDog shows, this narrative can fruitfully
and profitably co-exist with a serious mission
and great products: the life of the jester can
be a very serious business indeed.
A Summary of this Narrative
y
Core Strategic Thought: Poke beige in the eye.
y
What is it challenging?
The complacency, seriousness and narrow- mindedness of the status quo and those who keep to it.
y
Why does its consumer respond to it? Engagement with its attitude, character and irreverence.
120 Irreverent Maverick