Recently AdWeek published a study which revealed that 49% of 200 brand marketer respondents believe "the ability to craft a brand narrative is the most important characteristic of a challenger brand".

Storytelling is becoming more and more critical for challenger brands because it is key to engaging custoemrs and building trust. Trust is the most important factor when it comes to winning consumers business from their current suppliers. Challenger narratives are usually centred around value, and being able to tell an impactful story around what they can offer consumers that other brands can’t is extreemyl important.

A great example of this is Rebel Kitchen, a producer of dairy alternatives. Their impactful brand narrative focuses on the bold ‘rebellious’ image, which endeavours to convince consumers that they too can be rebellious in pursuing higher quality foods.