• by John Gumas , February 10, 2026

It’s natural to spend the first part of a new year thinking about the year ahead. What has to change? What needs to happen to get momentum? What do you have to do to break through?

This doesn’t just happen on a personal level (hello, New Year’s resolutions), but it’s just as true in the business world.

No matter what size you are – whether you’re McDonald’s or the burger joint on the corner – you’re facing more challenges than ever before.

There’s more saturation and competition, without question. Ad costs are rising. Marketing resources are limited…and expensive (think talent, office space, equipment, etc.). Changes in the algorithms are reducing organic visibility.

And the list goes on.

With all these obstacles, you may be asking yourself what you need to do to cut through the noise. How can I effectively compete with all these obstacles against me?

Decades ago, it became apparent that many brands needed help competing against industry giants. They didn’t have the same budgets or resources as their competitors, and many assumed that meant they were destined to lose.

They weren’t. They simply needed to approach the challenge differently.

That insight led to what became known as Challenger Brand Marketing — a framework shaped by years of observing how smaller, less-resourced brands can compete effectively and win.

Here’s the kicker: most brands are challenger brands. But they just don’t think like it.

You’re a challenger brand if these characteristics ring true:

1. You have a strong purpose and mission, and a desire to disrupt the industry. Your unwavering purpose both draws people in and potentially alienates others. And you’re OK with that.

2. You offer something truly unique and different – a space no other brand can fill.

3. You are customer- and community-focused, above all else.

4. You are willing to take risks and do things differently. You are more nimble than your larger competitors and can typically experiment and innovate more quickly.

5. You are constantly evolving and pushing the boundaries of what’s possible.

6. You’re committed to marketing your business, no matter how uncomfortable it gets.

In order to see true success, challenger brands have to be committed to the process and understand that with this positioning comes sacrifice. You can’t afford to be everything to everyone, so you have to narrow your focus and prioritize the activities that will make the biggest impact. It’s about outthinking your competitors versus outspending them.

So, ask yourself, “What can I truly become famous for?”

This approach isn’t for the faint of heart. Some companies just aren’t comfortable being uncomfortable. They may be hesitant to do things differently. To see things differently.

At its core, this approach is all about being bold. Being focused.

It’s about embracing risk and continuously innovating.

And always – always – challenging the status quo.

John Gumas is the president of Commit Agency and has dedicated his career to championing ambitious businesses that go beyond category expectations. He originated and trademarked the term Challenger Brand Marketing – a framework to help brands compete with and outperform their industry giants.

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