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Many of these brands invite early-stage customers or brand advocates into the fabric of their brand
as fans or even co-funders, inviting them to be part of the ongoing story and product development. This extends the sense of family and propagates the feeling of a shared goal.
These cultures, built and sustained without walls or frontiers, become the font from which media behaviour streams into the world.
The human integrity, shared understanding
and commitment creates an organising strength which guides consistency even though brands’ momentum and opportunism can feel at times almost out of control.
Rule Breakers Rule
The final observation of the commonalities shared between the challengers is perhaps the most obvious, but also the most significant.
Given the fact that many challenger brands tend to be smaller than the market leader means their marketing and media budgets are often dwarfed by their competition.
The goal of communications, therefore, becomes one of getting disproportionate return from their limited funds.
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