The 10 types of challenger brand

But to create a true challenger brand, it’s essential to understand the type of challenger you are. Your challenger type will shape your brand mission and guide your brand and marketing strategy.
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Here are the 10 types of challenger brands, according to the Challenger Project:

1. The Missionary

Mission: To change the world by promoting a cause or belief.
Example: Tony’s Chocolonely, which fights for a 100% slave-free chocolate industry.
Key Characteristics: Purpose-driven, passionate, transformative.

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2. The Visionary

Mission: To change the way an industry works with a long-term vision.
Example: Tesla, aiming to transform transportation with electric vehicles and autonomous technology.
Key Characteristics: Ambitious, forward-thinking, trailblazing.

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3. The Next-Generation

Mission: To reinvent a traditional category to meet the demands of modern consumers.
Example: Oatly, redefining dairy with plant-based alternatives.
Key Characteristics: Youthful, progressive, innovative.

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4. The Real & Human

Mission: To bring authenticity and humanity back into a commoditised category.
Example: TOMS, known for its “One for One” giving model and commitment to social good.
Key Characteristics: Genuine, empathetic, socially conscious.

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5. The People’s Champion

Mission: To give power back to consumers and challenge industry leaders.
Example: BrewDog, advocating for craft beer enthusiasts against corporate breweries.
Key Characteristics: Accessible, relatable, rebellious.

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6. The Enlightened Zagger

Mission: To move against popular trends, offering an alternative that resonates.
Example: Seedlip, the non-alcoholic spirit challenging traditional alcohol consumption.
Key Characteristics: Contrarian, niche-focused, unique.

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7. The Democratiser

Mission: To make previously inaccessible products/services available to all.
Example: Airbnb, democratising travel accommodation by connecting hosts and guests.
Key Characteristics: Inclusive, empowering, open-minded.

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8. The Irreverent Maverick

Mission: To shake up a complacent market with bold and edgy communication.
Example: Dollar Shave Club, using humorous advertising to challenge expensive razor brands.
Key Characteristics: Playful, provocative, anti-establishment.

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9. The Feisty Underdog

Mission: To prove that a smaller player can compete with industry giants.
Example: Vimto, a UK soft drink brand competing against global cola giants.
Key Characteristics: Bold, scrappy, confident.

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10. The Dramatic Disruptor

Mission: To upend an entire industry with revolutionary products or business models.
Example: Peloton, revolutionising fitness with its connected exercise equipment and classes.
Key Characteristics: Groundbreaking, game-changing, visionary.

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Key takeaway

Identifying your challenger type is crucial for building a brand mission and marketing strategy that aligns with your values and resonates with your target audience. Once you know where your brand fits, you’ll be able to focus on the strengths that make you unique, crafting a strategy that’s both disruptive and authentic.
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For further details and examples of each challenger brand type, check out the full article from The Challenger Project here.