The Next Generation challenger questions the appropriateness of the market leader – or even the whole category – for the times we live in today. It can elegantly position the incumbent as perfect for a time gone by, but new times call for new brands and services. The world’s changing – let’s move on, people.
You are never really fearless until you’ve been tested.
A Next Generation brand dramatises the end of an era and offers the consumer a brand new perspective, ushering in a new world. Deep integration of advertising, social and PR is essential for this challenger – the marketing must feel culturally relevant. They need to create the sense of a new epoch to make people feel that ‘everyone is moving on’.
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