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Discover valuable perspectives from Patrick Culhane, Director of Business Strategy and Development, with 21 years of agency experience.

Perspectives from Patrick Culhane | Brunner

Vice President, Brand Strategy

Patrick  Culhane

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<h2><strong>Step three:</strong></h2><p>Assess your score. If the total for questions 1-10 is under 50, congratulations,&nbsp;it’s&nbsp;the opportunity to start your challenger brand journey.&nbsp;If your score is lower than where you placed your brand on the challenger spectrum, now is the perfect time to address the areas that pulled your score down. If you scored high across the board, congratulations on being a challenger brand.&nbsp;&nbsp;</p><p>Challenger brands compete with brands their customers put them against, not just those they identify in the category.&nbsp;Our&nbsp;Challenger Focus Assessment&nbsp;can also help measure if you are “challenger” enough. Complete one for each competing brand to see how you compare.&nbsp;</p><p><strong>If you can benefit from being more of a challenger brand, reach out to Patrick Culhane. </strong></p>

<p>Let’s start with, what is a challenger&nbsp;brand?&nbsp;It is a brand&nbsp;with&nbsp;big dreams, wanting&nbsp;to do bold things to overcome disadvantages such as restrictive budgets, low awareness,&nbsp;or declining brand energy.&nbsp;&nbsp;</p><p>Being<em>&nbsp;</em>a&nbsp;challenger brand has benefits. It creates a brand strength that minimizes wasted time. You look for messaging that delivers emotional intensity and makes media budgets achieve more. Disruption becomes a part of your DNA so you can achieve the previously unthinkable when delivering measurable value.&nbsp;</p><p>The question is, how do you know if you are the challenger brand you want to be and if it is enough?</p><p>Our&nbsp;Challenger Focus Assessment&nbsp;helps.&nbsp;Here’s&nbsp;how it works.&nbsp;&nbsp;</p><h2><strong>Step one:</strong></h2><p>Rate where you want your brand to be on the Challenger Spectrum, where 1 is we are happy to follow what others do&nbsp;as long as&nbsp;we do it well and customers are satisfied, and&nbsp;100&nbsp;is we want to be a brand that defines the category and has passionate fans.&nbsp;</p><h2><strong>Step two:</strong></h2><p>Answer all the questions below, based on the guidance&nbsp;provided, and give your brand a score between 1 – 10.&nbsp;&nbsp;</p><h3><strong>Challenger focus questions:</strong></h3>

Uncover what it means to be a challenger brand and take control of your industry. Take our quiz to see how your brand stacks up against the competition.

How Much of a Challenger Brand are you? 

How Much of a Challenger Brand are you?

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