How to think like a challenger, move like an athlete, and win like a brand that refuses to be ignored.

In business as in sports, no one coasts to greatness. It’s the challengers; the ones with more heart than budget who push hardest, move fastest, and fight smarter. If you’re not the category leader, you’re not just building a brand… you’re running a race. What it really means to be a challenger brand and how you can start acting like one today.

In Eating the Big Fish, Adam Morgan defines challenger brands not by size, but by mindset: a deep-seated desire to change the category narrative, and a willingness to break rules to do it.

Being a challenger brand means you’re not #1… yet. You’re the insurgent, not the incumbent. You’re hungry, not complacent. And that makes you dangerous in all the right ways.

What is a challenger brand?

Challenger brands are those that take on bigger, more established competitors with the intention of disrupting the status quo. They often have fewer resources, but make up for it with bold ideas, sharp positioning, and cultural relevance. Morgan describes this as “intelligent naivety”—the clarity and courage to see things differently, then act on it. But make no mistake: this is not about being against the leader. It’s about being for something better.

How do you know if you’re a challenger brand?

If any of these sound familiar, you’re likely one already:

→ You’re not the market leader, but you’re gaining ground.

→ You’re scrappy, strategic, and tired of playing by old rules.

→ You talk more about your mission than your margins.

→ You obsess over the customer experience because you have to.

→ You see competitors as something to out-think, not outspend.

Challengers aren’t just startups. They’re any brand that chooses to operate with ambition, agility, and intent—even inside legacy industries.

How do challenger brands win?

Challenger brands don’t play it safe —they play it smart. They find one key point of difference and make it famous. They speak in bold tones. They take creative risks. They build brands people root for.

Consider brands like Ciele Athletics or On Running in sports performance. They’ve captured market share from giants like Nike and Adidas by turning style, culture, and community into competitive advantages. Or look at Glossier, who reshaped the beauty space by building for people, not prestige.

The playbook?

✓ Clarity of purpose

✓ Simplicity of message

✓ Cultural fluency

✓ Relentless focus

What you can do today to start acting like a challenger

Audit your positioning. Are you really different or just cheaper?

Find your enemy. A challenger needs a narrative foil. What are you fighting against?

Sharpen your story. Strip your message to its emotional core.

Get obsessed with experience. In challenger land, the customer is your budget.

Act bigger than you are. Be loud, be proud, be purposeful.

Challengers win by being memorable, not massive.

How ABC helps challenger brands win

At ABC, we specialize in brand strategy and creative execution for ambitious brands ready to make moves. Whether you’re relaunching a product, repositioning your business, or redefining an entire category, we help you identify your edge —and build the playbook to scale it. Think of us as your training partner. Your challenger brand coach. Your creative offensive line.

Ready to act like a challenger? Let’s build the brand your competitors hope you never become.