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Why and How Challenger Brands Succeed For Brand Leaders

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The challenger brand model is a strategic approach to a market that works for aspirational brand leaders to take ownership and consolidate a particular position for their unique offering within a market. The challenger brand model is business strategy that changes the landscape of a market, by shifting the entire premises of a market's assumptions about its underlying structure.  Changing the premises of the market's structure is how disruptive technologies are brought to market by challenger brands.

The fundamental premise of challenger brand model is that it is a whole business strategy for the business, not just the marketing and sales functions. The challenger brand model success relies upon it being a clear strategically focused in carrying the whole business into a new place within its market sector(s), not just routes to market into a true partnership throughout the entire value pipeline.
This shift is about partnership proactive participation in the challenger attitude …