Challenger Ways #1: Three Things Challenger Brands Can Learn From Prince Louis

“Challenger Ways” explores what challenger brands can learn from some of our most favourite cultural moments. So, what lessons can challenger brands take from the real star of the coronation, Prince Louis?

Benriach Original 10

1.     OWN IT...

Being a Challenger Brand means finding your personality and owning it... Successful brands know who they are, and they aren't afraid to show it- much like Prince Louis! Ryanair are a great example of this. Love them or loathe them, they lean heavily into their cheap reputation and have fun with it.



Building a brand is hard and you might make mistakes along the way, but it's important not to take things too seriously. Even the biggest brands get it wrong sometimes - remember KFC's 'FCK' apology? Laugh about it, learn from it and move on.


Prince Louis does not embody the prim and proper behaviour expected of a royal family member, but is the one who sparks conversation, and challenger brands shouldn't be afraid to shake things up either. Disruptive brands can push boundaries, challenge the norms, and ultimately change how consumers view the entire category.

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