symbols of reevaluation: By necessity, Challenger Brands are brands in a hurry.
Success — even survival — depends on effecting change fast.
That change hinges on making a visible break with the past and establishing symbols — icons, ads, events, new products, innovative communication strategies — designed specifically to prompt quick reevaluation by consumers and enhance their view of the brand. The velocity of business — in fact, the velocity of life — demands that brands leverage the power of symbols. Some examples of successful symbols of reevaluation are the Progressive Insurance website listing competitor pricing, Jared's Subway Diet and gkv's use of celebs like Dennis Miller to record their own versions of in-flight safety announcements which were played on all Independence Air flights.