The Importance of Challenger Branding

I don't really know why you don't like the word challenger, or maybe you're just grumpy today. I think it's perfectly valid for a brand to say where a challenger branded to have that challenger brand mentality. A challenger brand has to be number three through six and market share. It has to be spending at least 150% of what the IRS would consider the normal market spend for a firm in that NACS category. You want as large as you can get while still growing, growing the category and growing the share.