Many challenger brands find success presenting themselves as a “David and Goliath” story. In other words, you find something about the leading brands in your industry that your customers don’t like and present yourself as the company that’s willing to fight back against that injustice.

Of course, being “disruptive” in any niche is something that’s bound to lead to controversy. You’re going to inspire criticism, and you need to be willing to take the bad with the good. When Brewdog first began it’s aim was to deliver a craft beer experience with attitude – unlike anything else in the world.

While BrewDog has grown more popular by the day, with countless customers investing in equity with the company, it’s also seen some backlash, with legal battles, angry people opposed to their “swear-friendly” marketing techniques, and copyright disputes.