public relations: Without a doubt, Challenger Brands are the most creative, most effective users of public relations.
Challenger Brands understand the unique opportunities for message delivery, emotional connection to consumers, news value and entertainment value that are often all wrapped together in a PR event. Think Richard Branson riding down the street on an elephant. Think Swatch building a watch — a real one — that was five stories tall and then hanging it from a building in Germany. Think about how striking it would be to help introduce a new airline by creating a "jet truck" — part pickup truck and part airplane tail section — and driving it around Washington. That's what gkv did for Independence Air.
Challenger Brands are thought leaders. They are not simply afterthoughts to news stories — they are news stories.