Over recent years Relume has developed a particularly deep understanding of Challenger Organisations, their leadership and their cultures.
The term Challenger was first coined by our friend Adam Morgan who has researched them from a brand and marketing perspective through his work at eatbigfish.
Challenger Organisations are defined as those that are not the market leader nor the niche players in their sector; have an ambitious state of mind with an ambition that exceeds their conventional resources; have had a significant and sustained period of market share growth without resorting simply to buying it
For example we are long term partners to: GlaxoSmithKline, a Challenger to Pfizer in the Pharmaceuticals sector; Aviva Investors, a Challenger to Blackrock in the Asset Management sector; T Mobile, a Challenger to O2 in the Mobile Telecommunications sector; National Australia Bank, a Challenger to Westpac in the banking sector.