Be Up For A Fight
A direct assault on the market leader is a legitimate
strategy for a challenger brand.
Unfortunately, most chicken out because they fear the
bigger brand’s greater fire power.
Truth is, challengers have nothing to lose by trying to
bloody the nose of the market leader as Virgin did with
BA and Pepsi did with Coke.
Never forget that consumers love the little guy and a
battle royal may well result in the challenger taking
market share from the giant.
It’s also a good result for the challenger if the market
leader diverts resources in an attempt to put it back in
Being ignored is the worst outcome for the challenger
but it can be a smart strategy for the market leader!