How to succeed as a challenger brand in FMCG.

How do you succeed as a challenger brand in FMCG? It's not about being the loudest or spending the most money. Success comes from knowing exactly who you are and why you exist.

The best challenger brands in FMCG don't just sit on the shelf, they stand for something. They bring a fresh point of view, a different way of doing things and they make people feel something.

It's about being bold, consistent and unapologetically you.

So if you are building a challenger brand, focus on what your role in the category is and why you exist for consumers. Sales, growth, momentum and loyalty will follow

Ask yourself:

• what do we believe in?

• what do you we believe in that our competitors don’t?

• what role do we play in the category?

• why should anyone care?