Being a challenger brand is about a mindset, not a market position. This is the same mindset that drives us to be more observant, innovative and brave. It’s why we dig deeper to find and identify consumer behaviors that others overlook. It’s why our strategic and creative ideas are more compelling and more human. It’s also why we’re nimble enough to move and adapt at the speed of the market. And, lastly, it’s why we’re brave enough to question the status quo rather than follow the lead of others.