The greatest enemy of the Challenger Brand is not consumer rejection. It’s consumer indifference.

To succeed, Challengers must create a strong identity and a strong relationship to its customer base.

Inevitably, this means the often under-funded Challenger Brand must consider what it will sacrifice in order to achieve this identity and relationship.

What kinds of trade-offs should a Challenger be willing to make? 1) Numbers for loyalty, because there is no greater brand asset than a loyal customer. 2) Availability for desirability, because a more limited distribution adds authenticity and intensity to the relationship between Challenger and consumer. 3) An involved message for a defined message, because Challenger Brands must communicate simply, clearly and with confidence, even if it means sacrificing what may seem like an important secondary message.

For Maryland’s budget-challenged anti-tobacco effort, gkv reduced tobacco consumption by sacrificing a “health risk” message to focus on a smoke-free lifestyle initiative utilizing a grassroots, community program to spread the word.