In the current climate shouldn’t all brands be challenger brands?

“Challenger brands are categorised by a mindset which sees they have business ambitions beyond conventional resources, and an intent to bring change to an industry.”

At least that’s what Wikipedia says.

Traditionally, I think of Challenger brands as being all brands except for the market leaders and those at the niche end of that market. But in the ever-changing world we’re now in, the vast majority of brands out there are being “challenged” to think in different and unconventional ways to either re-engage with their traditional market or find new audiences beyond their norm.

So in order for a brand to reach its full potential doesn’t that suggest that all brands should see themselves as “challengers”?

Otherwise are they not just stagnating?

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