Overthrow: 10 ways to tell a challenger story

Anyone interested in challengers is interested in compression: how do you make a story utterly compelling in a very short space of time? And one of the reasons that the concept of the ‘challenger brand’ has caught on, you might argue, is that it itself does just that: within just two words you surely have all the ingredients of an engaging story – conflict, a protagonist and an adversary, an anticipation of a future event whose outcome is uncertain, the new order looking to overthrow the establishment.

It’s all there.Except that it isn’t.