When we talk about brands, we usually talk about brand leaders, the people in the market with the leverage and power to do amazing things because they are the market leaders. No one talks about the power of the Zune brand, they only talk about iPhones.
And that’s great if you’re one of those handful of leaders. But what about everyone else? It turns out, if you aren’t a leader, you’re one of two brands: a follower or a challenger: those willing to stay safely out of the lead, and those willing to take risks and do what it takes to try and become the leader.
There are abundant lessons employer brand pros can take from challenger brands, because every employer brand is a challenger brand.