There’s so much for marketers to learn from the story of David and Goliath. Not least of which is the fact that David only exists in our world because he convinced his heavily favored adversary to take the fight in the first place. By doing so David gained instant recognition and fame that, thanks to his ultimate victory, has withstood the test of time. That’s the kind of longevity that every brand strives for. For our challenger, the reward far outweighed the risk. Lose the bout and go back to obscurity, win and suddenly everyone in the world would know David’s name.
But there’s more to be gained from picking a fight than simply brand awareness. Namely, share of voice, defined by Sprout Social as “the amount of the conversation your brand owns with your target audience compared to your competitors.”
In a typical boxing match, only two people matter, the two participants squaring off in the middle of the ring. When the bell sounds and the battle starts, all eyes are pointing in the same direction. By picking a fight, a challenger brand creates a natural focal point for consumers to center on. A focal point that cleverly removes the rest of the competition from the conversation, while putting a much larger spotlight on the upstart itself. In an instant, the once overlooked brand has been elevated to the market leader’s level, shut out the rest of the competition, soaked up any available share of voice, and given itself a chance to dethrone the champion. None of which happens, without first convincing the biggest, baddest brand in the bar to step outside.
They say you miss 100% of the shots you don’t take. As a challenger brand, you lose 100% of the fights you don’t pick.
the amount of the conversation your brand owns with your target audience compared to your competitors.