In this episode of Mintel Little Conversation, host Andrew McDougall dives into the world of challenger brands—what drives them, what makes them successful, why we need them, and what more established brands can learn from them. They provide disruption beyond new product innovation and use storytelling to create communities around an untapped consumer need, from ingredients and packaging to brand ethos. Prioritising psychographics over demographics, agility and speed in decision making, and disrupting cultural norms by normalising new behaviours, learn about the strategies that drive success for indie brands.