Challenger Strategy: Play by Unconventional Means & Win.

In battles throughout the last 400 years a country 1/10 of the size of its foe will win 34% of the time [which is in itself staggering. However if the country 1/10th the size refuses to fight the bigger country by their conventions the 1/10th country wins the majority of the time! What!?

It’s something I found when researching challenger brand strategy for Audi. [Reference below]. 

So if the normal approach to marketing is for example TV + OOH + digital etc etc, that is a brand playing by the conventions of the dominant players, the ones that formed those conventions, the ctrl C, ctrl V media plans we often see. The real question is how can the challenger act more like the Vietcong? Refuse to play by those conventions, create their own unconventional tactics and win as a consequence?

Ref http://eatbigfish.com/type/blog-type/david-vs-goliath