Challenger Brands Are Winning at Instilling Loyalty Among Consumers

Legacy brands: Take note

a pixelated image of a shopping cart with the cursor fo a mouse hovering over the shopping cart
Challenger brands are forming emotional connections with their consumers. Getty Images

It’s time for big brands to start taking notice of what the little guys are doing differently. Established brands once enjoyed being a cornerstone in consumers’ lives and now they find themselves losing share to a growing collection of challenger brands that are finding new ways to compete. According to reports from Catalina, major brands across 14 product categories lost market share and 90 of the top 100 CPG brands have experienced declines. It’s clear that large brands must re-evaluate how to maintain their edge.

@sml360 Susan Frech is co-founder and CEO of Social Media Link (SML).