How Challenger Brands Disrupt

1. What does the tenet 'Break Convention' mean?

Challenge the status quo

Break apart the marketing plans

Throw the marketing team into disarray

Finish the meeting

4

12

10

8

2

State of health + state of wallet

State of marketplace + state of mind + state of growth

Range of products + range of services + range of weapons

Range of conventions + range of vision

Size of the leader + size of the market + size of the media spend

Break convention, create change, spend aggressively

Undercommit, resist change, follow the rules

Build a lighthouse, assume thought leadership, become idea-centric

Act boldy, never flinch, punch above your weight

None of the above

Corporate, communications, marketing

Overcommit, brand experiences, symbolize change

Be passionate, think different, just do it

Empower, inspire, achieve

Perseverance furthers, success is a mind game, pay it forward

Sacrifice something

Focus on the big rocks

Fear indifference

Make only big plans

All of the above