{"id":25464,"date":"2024-11-14T10:43:35","date_gmt":"2024-11-14T18:43:35","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=25464"},"modified":"2024-11-14T14:59:49","modified_gmt":"2024-11-14T22:59:49","slug":"challenger-brands-disrupting-consumer-behavior","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/challenger-brands-disrupting-consumer-behavior\/","title":{"rendered":"Challenger Brands: Disrupting Consumer Behavior"},"content":{"rendered":"\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In today\u2019s environment of entrepreneurship, stewardship and broader access to consumers, the opportunities for challenger brands have perhaps never been higher. These often smaller yet ambitious brands aim to disrupt industries dominated by established players, taking on the challenge of standing out and winning consumer preference.<\/p>\n\n\n\n<p>However, when competing against entrenched players with established brand loyalty and broad visibility (and often deeper pockets), challengers must be bolder, crafting unique strategies to capture the audience.&nbsp;<\/p>\n\n\n\n<p>This two-part blog series will highlight past challengers and the inventive strategies used to break through and carve out space in such environments.<\/p>\n\n\n\n<p>Part I:<\/p>\n\n\n\n<ul>\n<li><strong>Proffer a Better Brand for a Better World<\/strong>: Enter with products offering superior features layered with an altruistic element.\u00a0\u00a0\u00a0<\/li>\n\n\n\n<li><strong>Challenge the Status Quo<\/strong>: Move consumer choice and ignite a revolution of new standards within a category.\u00a0<\/li>\n\n\n\n<li><strong>Bring Next Gen<\/strong> <strong>Excitement<\/strong>: Introduce new options that swiftly respond to emerging consumer tastes and trends.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Part II will reveal how innovations in service, value, or positioning can also succeed.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-e90e05532e8e91d1562f630147189f3b\" style=\"color:#4ac500;font-size:24px\"><strong>Proffer a Better Brand for a Better World\u00a0<\/strong><\/p>\n\n\n\n<p>These challenger brands introduce products that are positioned as superior in some aspect while also benefiting the planet or communities at large. Clear communication is essential in these cases, as it&#8217;s important to introduce both the brand and the cause effectively while also building consumer connection to the cause.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Bombas &quot;1 Million Pairs of Bombas Socks Donated&quot;\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/iqEOfGcTfBM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"274\" height=\"335\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103120\/image4-2.png\" alt=\"\" class=\"wp-image-25469\" style=\"width:237px;height:auto\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103120\/image4-2.png 274w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103120\/image4-2-245x300.png 245w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103120\/image4-2-262x320.png 262w\" sizes=\"(max-width: 274px) 100vw, 274px\" \/><\/figure><\/div>\n\n\n<p>In \u201c1 Million Pairs of Bombas Socks Donated,\u201d <strong>Bombas <\/strong>achieved excellent results by describing the brand\u2019s origin and its philanthropic \u201cpurchase one, donate one\u201d commitment. Messaging highlighted both the importance of a pair of socks to the homeless population and product \u2018failures\u2019 the Bombas design fixed.<\/p>\n\n\n\n<p>Sparking \u201cRare\u201d levels of Empowerment, the over three-minute ad ranks in the top percentiles of apparel &amp; footwear ads (since 2010) &#8211; while also triggering 79% consideration (+31 pts vs category norms). <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"665\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103121\/image5-4-1024x665.png\" alt=\"\" class=\"wp-image-25470\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103121\/image5-4-1024x665.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103121\/image5-4-300x195.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103121\/image5-4-493x320.png 493w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103121\/image5-4-768x499.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103121\/image5-4-1536x997.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103121\/image5-4.png 1642w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>Despite a long length, Bombas conveyed its point of difference and connected with consumers in a very meaningful way, achieving 73% unaided brand recall.<\/p>\n\n\n\n<p>Introducing minimalist design and natural, sustainable materials consumers could feel good about, Allbirds followed a similar brand strategy as Bombas. Seventh Generation broke through with its commitment to eco-friendly cleaning products in a typically unemotional category.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-5553c3a65fdb776433f136b81327592b\" style=\"color:#4ac500;font-size:24px\"><strong>Challenge the Status Quo to Drive New Behavior<\/strong><\/p>\n\n\n\n<p>These challenger brands aim to disrupt entrenched industries by introducing innovations that transform past habits and change consumer behavior. The innovations must be so impactful &#8211; and communicated or demonstrated so effectively &#8211; as to convince viewers that a new way is, in fact, the better way.<\/p>\n\n\n\n<p>Though eventually boosted by Covid-19 lockdowns, <strong>Peloton<\/strong> began promoting its at-home spin classes as a superior experience\u2014offering a strong sense of community without the hassle, cost, and crowds of in-person classes.\u00a0<\/p>\n\n\n\n <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/AKkp\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The brand\u2019s 2016 minute-long \u201cThis is Peloton\u201d promised viewers a way to change their lives from their homes, also conveying the bike\u2019s features, rider community, instructor quality, and the convenience of anytime workouts.\u00a0<\/p>\n\n\n\n<p>The novel concept convinced 54% of viewers across age\/gender to consider making that lifestyle change (outpacing norms by +14 points), with 73% consciously attaching that message to Peloton.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"646\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103126\/image7-1-1024x646.png\" alt=\"\" class=\"wp-image-25472\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103126\/image7-1-1024x646.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103126\/image7-1-300x189.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103126\/image7-1-507x320.png 507w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103126\/image7-1-768x484.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103126\/image7-1-1536x969.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103126\/image7-1.png 1660w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>\u201cThis is Peloton\u201d ranks among the top health &amp; fitness ads in breakthrough, Information, and Change (the latter two especially key to this challenger approach).\u00a0<\/p>\n\n\n\n    <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/bq1D\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"892\" height=\"816\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103130\/image9-1.png\" alt=\"\" class=\"wp-image-25474\" style=\"width:306px;height:auto\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103130\/image9-1.png 892w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103130\/image9-1-300x274.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103130\/image9-1-350x320.png 350w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103130\/image9-1-768x703.png 768w\" sizes=\"(max-width: 892px) 100vw, 892px\" \/><\/figure><\/div>\n\n\n<p>In the thirty-second \u201cNot Beginner\u2019s Luck\u201d <strong>Lucid Motors <\/strong>wove Cinematic* visuals of its Air model in Arresting* locations with classical music to convey the Upscale* nature of the vehicle. Text overlays informed on key specs of horsepower and range while voiceover called out the brand\u2019s electric innovation, performance, and design.&nbsp;<\/p>\n\n\n\n<p>73% of the higher-income audience remembered the Lucid brand, with 60% reporting increased interest in exploring the new EV (exceeding the lux auto average by +16 points).&nbsp;<\/p>\n\n\n\n<p>Touting the model\u2019s 2022 MotorTrend Car of the Year win, the creative demonstratively set the vehicle apart on performance, drawing top viewer response across political lines in the luxury auto category.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"634\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103118\/image2-1-1024x634.png\" alt=\"\" class=\"wp-image-25468\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103118\/image2-1-1024x634.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103118\/image2-1-300x186.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103118\/image2-1-517x320.png 517w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103118\/image2-1-768x476.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103118\/image2-1-1536x951.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103118\/image2-1.png 1739w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:18px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Ruggable<\/strong> made waves when it introduced fashionable rugs that could be routinely washed in standard home washing machines.\u00a0<\/p>\n\n\n\n <div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/bwsA\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u201cMake Your Own Rules\u201d mastered the art of direct Information delivery, with viewer comments confirming that Ruggable\u2019s washable feature was well understood. While perhaps not as creatively entertaining as earlier brand ads, strong comprehension of the product itself resulted in consideration (55% of all viewers) that outshone other retail ads by +8 points.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"636\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103124\/image6-1-1024x636.png\" alt=\"\" class=\"wp-image-25471\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103124\/image6-1-1024x636.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103124\/image6-1-300x186.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103124\/image6-1-515x320.png 515w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103124\/image6-1-768x477.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103124\/image6-1-1536x954.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103124\/image6-1.png 1715w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-color has-link-color wp-elements-5f5a75666732a2b240b6ee95c2312182\" style=\"color:#4ac500;font-size:24px\"><strong>Bring Next-Gen Innovation to Fruition<\/strong><\/p>\n\n\n\n<p>Next-Gen challenger brands drive innovation in an established category by pouncing on emerging trends, often bearing the workload of encouraging a wider set of consumers to trial. Consider the move to plant-based food, non-alcoholic beverages, and travel stays in private homes. To be most effective, these challenger ads must take care to present emerging trends as applicable to many. Storytelling can allow consumers to picture themselves as part of the trend.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/78pf\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Key to changing behavior is addressing the discomfort and concerns that hinder people from adopting new approaches, which <strong>Airbnb<\/strong> masterfully did in \u201cNever a Stranger\u201d &#8211; while challenging the relevance of hotel stays for modern times.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"637\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103136\/image11-1-1024x637.png\" alt=\"\" class=\"wp-image-25476\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103136\/image11-1-1024x637.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103136\/image11-1-300x187.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103136\/image11-1-514x320.png 514w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103136\/image11-1-768x478.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103136\/image11-1-1536x956.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103136\/image11-1.png 1736w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>This minute-long ad flipped the script from the \u2018craziness\u2019 of staying in someone else\u2019s home to the benefits of an assumable local connection. In a Soothing*, Likeable style, it highlighted the chance to visit &#8220;over a million homes around the world.&#8221; While not all viewers found it equally relevant, many leaned into the concept, with 74% recalling Airbnb.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"675\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103117\/image1-4-1024x675.png\" alt=\"\" class=\"wp-image-25467\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103117\/image1-4-1024x675.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103117\/image1-4-300x198.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103117\/image1-4-485x320.png 485w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103117\/image1-4-768x506.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103117\/image1-4.png 1336w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Breaking into a soda market dominated by big brands is daunting, but<strong> Poppi <\/strong>made its mark by capitalizing on the emerging better-for-you trend.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/fZ_N\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With Colorful* opening scenes of phone texts, the 2023 \u201cThe Twist\u201d excitedly referenced the trend\u2019s appeal while voiceover and visuals shared nutritional facts that set the product itself apart. Two in three viewers (+15 points over the average soda ad) were more likely to try the brand upon seeing the thirty-second ad, with consumers appreciating the opportunity to go \u2018back\u2019 to soda.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"554\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103128\/image8-2-1024x554.png\" alt=\"\" class=\"wp-image-25473\" style=\"width:840px;height:auto\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103128\/image8-2-1024x554.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103128\/image8-2-300x162.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103128\/image8-2-592x320.png 592w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103128\/image8-2-768x415.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103128\/image8-2-1536x830.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103128\/image8-2.png 1648w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>To win over alcohol drinkers with the appeal of its non-alcoholic brews, <strong>Athletic Brewing <\/strong>cleverly integrated itself into situations where alcohol traditionally wouldn\u2019t fit and well beyond designated drivers, boldly branding itself as \u201cFit for All Times.\u201d<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/tLw8\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Without mentioning flavor, calories, or carbs, Athletic Brewing captivated beer and other alcohol drinkers in an engaging, memorable way. Over half of the audience reported being open to changing their habits.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"616\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103131\/image10-1-1024x616.png\" alt=\"\" class=\"wp-image-25475\" style=\"width:839px;height:auto\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103131\/image10-1-1024x616.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103131\/image10-1-300x181.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103131\/image10-1-532x320.png 532w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103131\/image10-1-768x462.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103131\/image10-1-1536x925.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/11\/14103131\/image10-1.png 1791w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>Part I of this series reviewed challenger brands disrupting with new products and features, often encouraging consumer behavioral change. Regardless of the marketing approach taken, challengers must quickly establish a point of difference or risk an irrelevant or redundant perception. Creative testing can significantly improve challenger success when first impressions are paramount.<\/p>\n\n\n\n<p>Stay tuned for Part II to learn how brands bringing innovation in service, value or positioning can find success.<\/p>\n\n\n\n<p class=\"has-small-font-size\">*Indicates one of the 57 emotional reactions iSpot Creative Assessment measures for every video ad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s environment of entrepreneurship, stewardship and broader access to consumers, the opportunities for challenger brands have perhaps never been higher. These often smaller yet ambitious brands aim to disrupt industries dominated by established players, taking on the challenge of standing out and winning consumer preference. However, when competing against entrenched players with established brand&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":25465,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/25464"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=25464"}],"version-history":[{"count":11,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/25464\/revisions"}],"predecessor-version":[{"id":25486,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/25464\/revisions\/25486"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/25465"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=25464"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=25464"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=25464"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=25464"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}