So you’re a challenger brand? How’s the movement going?

by bw@bellwetheragency.com.au | Apr 14, 2025 | Brand Strategy

Challenger brands don’t market to customers—they rally a movement. They don’t chase everyone; they speak directly to the people who share their values, frustrations, and ambitions. They create a sense of belonging that turns casual buyers into lifelong advocates....

So you’re a challenger brand? What’s your vision?

by bw@bellwetheragency.com.au | Mar 28, 2025 | Brand Strategy

A challenger brand without a vision is just noise. It’s not enough to be against something—you need to be for something bigger. A vision that’s bold, ambitious, and gives people a reason to believe. Think of Patagonia’s commitment to saving the planet, or Airbnb’s...

So you’re a challenger brand? Picked a fight lately?

by bw@bellwetheragency.com.au | Mar 25, 2025 | Brand Strategy

If you want to stand out, you need an enemy. Not necessarily a competitor (though that can work), but a big, frustrating problem that your audience can get behind fixing. Think of Apple vs. Big Brother in 1984. Dove vs. toxic beauty standards. Tesla vs. fossil-fueled...

So you call yourself a challenger brand?

by bw@bellwetheragency.com.au | Mar 25, 2025 | Brand Strategy

Ah, the “challenger brand” label. It’s edgy. It’s rebellious. It makes you feel like the underdog ready to shake up the industry. But let’s be honest—are you really challenging anything, or are you just calling yourself one because it sounds cool in a...

The commercial power of a relentless curiosity

by bw@bellwetheragency.com.au | Mar 25, 2025 | Brand Strategy

Curiosity is the nursery of progress.Curiosity is the first step in the journey to a different goal.Curiosity is the birthplace of better. The right question can spark a whole new world of opportunity. Why is it done like that?What could we do to improve this?How...