A clear sense of purpose, a belief system build on solid foundation, projected intensely and consistently. Born out of an instinctive understanding that you don't succeed by following the status quo, or the leader.  That, as challengers, as purposeful disruptors, they need to play by a new set of rules. One that frames the opportunity in a different way and invites consumers to navigate by the challenger brands' point of view. 

How clear is your brands' point of view on the world? What difference do you really make in your customer's lives?