declaring our prejudice

There is no such thing as an objective consultant. Everyone has prejudices they bring to the table. These are ours.

We believe that being a Challenger is a state of mind, not a state of market.

We believe that intelligent naivety - intelligently applied inexperience - has changed the face of most of the categories around us more profoundly than a lifetime of applied category experience.

We believe in value and belief-based branding. That powerful Challengers today have their own internal compass, that drives every decision they make. That they burn from the inside.

We believe that Challengers with this clear sense of themselves act like a lighthouse, taking a stand, and intensely and consistently projecting their point of view in everything they do. Encouraging the consumer to 'navigate' by them.

We believe that if you are not the market leader in a category you have to be the thought leader.

We believe that you have far more media at your disposal than you think you do. You are just not recognizing them as media at the moment.

We believe that getting things implemented is a creative act.

We believe that successful brands are idea-centred, not consumer-centred. That momentum is the currency of the Challenger who sustains its appeal, and ideas are the fuel for that momentum.

And, finally, we believe that the Challenger Model is the strategic model of the future.

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