Challengers Should Never Imitate

They say imitation is the greatest form of flattery.

But challenger brands should never follow the path
taken by the market leader.

Specsavers dominate the optical sector and their TV
ads always pack a humorous punch.

So I had to rub my eyes in disbelief when Vision Express
spent millions creating a funny monkey house ad which
everyone assumed was from Specsavers.

They have learned their lesson. Their focus is now being
the serious optical brand.

Be different is the No1 rule for challenger brands.