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CHALLENGER
BRAND SYSTEM

5&Vine’s signature Challenger Brand system helps brands challenge category norms and win. Developed with first hand insight into the playbooks and blindspots leveraged by industry incumbents, alongside the successful (and often counter intuitive) strategies leveraged by challengers, we help you identify your unfair advantage, and win.
Let’s break it down.

Positioning

Let’s strip it down to the basics. In this phase, we get intimately clear on your business, mission and values, your target customers, and the unique value propositions you can offer to make lives better. This gives us the intel needed to start formulating a plan to authentically win with customers, leaving those stagnating industry leaders wondering what happened.

Strategizing

Before we start to act, we identify category and competitor vulnerabilities. Here we shine the spotlight on market gaps, dream up ways your brand can bridge those gaps, and start laying the foundation for a winning plan.

Delivering

With all plans laid and itching to be released, we start to execute. In this phase we assemble the perfect team and get on the field to start scoring. And then we monitor, analyze and adjust, because we are forever hungry for optimization, and won’t rest until your campaigns are firing across all cylinders.

The Challenger Brand System

The Challenger
Brand System

  • Current State


  • POSITIONING

  • Future State

  • Current State

    Unclear Business Values, Muddy Vision

  • VIBES
  • Future State

    Deep Connection to Your “Why”, Clear Values

  • Current State

    Vague Targets – Customer and Community

  • TRIBES
  • Future State

    Vivid Understanding of Customer and Needs

  • Current State

    Undifferentiated Approach to Improving Consumer Lives

  • LIVES
  • Future State

    Authentic and Unique Mission Around Helping Customers

  • Current State


  • STRATEGIZING

  • Future State

  • Current State

    Murky Awareness of Market and Competitive Gaps

  • BARRIERS
  • Future State

    Pointed Grasp of Market Gaps and Competitive Vulnerabilities

  • Current State

    Uncertain How to Bridge Market Gaps

  • BRIDGES
  • Future State

    Unique Ideas to Infiltrate and Differentiate

  • Current State

    No Tactics or Weak Plan to Begin Execution on Strategy

  • BLUEPRINTS
  • Future State

    Powerful Tactics and Robust Plan to Execute Strategy

  • Current State


  • DELIVERING

  • Future State

  • Current State

    No Designated Teams to Execute

  • TEAMING
  • Future State

    Assigned Experts to Put Plans Into Action

  • Current State

    Stumbling Execution with Inaccuracies

  • EXECUTING
  • Future State

    Precise Execution to Start Enacting Change

  • Current State

    Lacking Post-Mortems and Focus on Continuing Evolution

  • OPTIMIZING
  • Future State

    Detailed Analysis to Highlight Concrete Improvements

Enough Talk. Let’s Dance.

Ready to enter the ring with a Challenger Brand Agency? Book a chat, and we’ll show you how we’ll unleash your growth and better the world.

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