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But there is a very real sense amongst all our interviewees in this book that the context for challengers today is significantly different from
10 years ago – and with that new context has come a new set of opportunities, challenges and sources of growth. In this changing environment we see
a new wave of challengers emerging, with new perspectives and strategies powering their challenge. Tom Thirlwall of COPA90, for instance, talks about the future opportunity he sees for people-powered challengers. Andrea Quaye of
AB InBev talks about the power of a challenger really embedding themselves in the local community, and why the world will see more brands like that. John Schoolcraft of Oatly argues for taking the whole marketing function out of a packaged goods challenger, and replacing it with something closer to a fashion industry model, where the creatives and the Chief Executive Officer work hand in hand.
It is the thinking and lessons of this new wave and those new challenger strategies that this book explores.
8 Introduction