Challenger Brands by definition are thought leaders.  They are constantly seeking to lead popular culture somewhere new.  They recognize that it is no longer a “sell to me” world, that they need to stay ahead of the curve by providing their target audience with valuable information. Think about that for a moment.  If a brand is telling you what you already know, is that leadership?  Would you respect them for it?  Would you buy from them?  If a brand is leading you somewhere new, opening exciting new vistas, providing you with knowledge to make informed decisions, is that not a brand you will respect and trust?  Thought leadership is demonstrated by answering the questions the audience didn’t think to ask.  A Challenger Brand gains sales traction in subtle ways by delivering authentic thought leadership that brands the organization as a serious player that you want to do business with.  Are you a Challenger Brand?