Signals From the Edge

The success of a Challenger Brand comes in the fact they're inherently human. They’re driven by people who genuinely care and are, as a result, invested in causes that matter.

They question fundamentals, operate from first principles and are intentional about actions. They don't need to do things the way they've been done in the past, but architect new ways based on what the world needs now.

The Inc. 5000 list is much anticipated, outlining the companies to keep an eye on for the coming year. As well as naming the brand itself, it states the industry it serves, and percentage of growth.

Consumers have a right to ask questions. Whether they’re asking about the truth behind your sustainability claims or how your team truly deals with inclusivity behind closed doors, if you’re not making moves to be transparent and authentic, people may investigate publicly.

While there’s no doubt your logo plays an important part in defining your brand’s place in the market and framing its overall narrative, it’s just one of many moving parts.