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Most challengers, of course, are emerging brands, so building trust at pace is crucial.
Not surprisingly, the commitment to (and the public nature of) traditional channels adds a credibility and weight. Yet the way these channels are used is more creative and disruptive than ever.
We found humour and irony dwindling for many brand communications over the last decade, only to be burgeoning in the challenger world.
Challengers’ flair for testing and learning fuels
the ability to use humour and establish what works and what fails to connect. Social channels are the perfect honing ground for voices that tackle significant causes with wit and charm.
Brands without Frontiers
Challengers thrive on codified, nurtured and projected cultures.
Employees are ambassadors and communicators rather than ‘resources’. Nothing separates these cultures from the outside world, unlike traditional companies. In fact, their cultures, as far as possible, flow through media with energy, charisma
and openness.
204 What Brings These Brands Together?
