Why Challenger Brands Are Winning With Cross-Category Collaboration?

LS International

In a saturated market where traditional strategies often fall flat, one group continues to stand out: challenger brands. These are the companies redefining categories, rewriting playbooks, and embracing one of the boldest moves in today’s business landscape: cross-category collaboration.
And it’s working.
As discussed in our recent strategy session with Vladimir, it’s clear that the brands making the biggest waves right now aren’t doing it alone—they’re building outside their comfort zones.

What Makes Challenger Brands Different?

Challenger brands don’t have the legacy advantage. What they have instead is speed, edge, and a willingness to disrupt. They’re:

  • Unafraid to test new markets
  • Built around innovation rather than tradition
  • Hyper-focused on consumer relevance
This mindset makes them ideal candidates for bold partnerships that traditional players often avoid.

Cross-Category Collaboration: More Than Just Co-Branding

This isn’t just about slapping logos on a campaign. It’s about:
  • Combining different strengths (e.g. supply chain efficiency meets design-forward thinking)
  • Creating experiences that bridge consumer categories
  • Blending cultures to spark new ideas
Think beauty brands partnering with wellness start-ups. Or food and beverage companies tapping into tech platforms. These crossovers aren’t gimmicks—they’re strategies that drive value and reach.

What CPG Can Learn From Challenger Brands

CPG giants often struggle with speed and adaptability. Challenger brands move fast, test quickly, and speak the language of modern consumers. When large players collaborate with them, both sides win:
  • Challenger brands gain scale and access
  • Established players gain creativity and edge
But there’s a catch: you need the right talent to bridge those worlds.

The Talent Behind the Strategy

Bringing challenger energy into a legacy brand (or vice versa) requires more than a handshake. It demands leaders who:
  • Understand multiple business models
  • Can operate in ambiguity and rapid scale
  • Know how to align cultures without diluting vision
These aren’t always found in traditional CVs. They’re found in profiles that cross categories, markets, and disciplines—and know how to build from both.

Final Thought

The future of brand growth isn’t about staying in your lane. It’s about building new ones—alongside unexpected partners.
Challenger brands are already doing it. Are you?
 

If  you’re exploring what this could look like for your team or brand, let’s talk. This is where the right people make all the difference.

 

By Vanessa Vermaas, Senior Consultant at LS International

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