Challenger Archetypes

Source: EatBigFish

Leave it to Adam Morgan and the thinkers at the renowned Eat Big Fish to challenge the idea of brand archetypes with a set all their own (after all they are the experts on challenger brands). These archetypes are brilliant for when you are going up against a big number one or even number two market leader and your brand needs to find is distinctive reason for being. For a full list of the archetypes, see WARC.