Rafa, Mr Ferguson, and being the challenger brand

It's up to you to decide whether you think Rafa lost it, or whether this was a brilliant tactical move to out-manoeuvre the grand master of mind games.  

I think he's been very clever, but then I would.   He's used the kind of tactics that challenger brands the world over use in order to, as Ferguson might put it, knock the dominant player off their ****** perch.  

Here are some classic challenger brand tactics: 

• Point to an injustice.  Imply that the dominant brand has abused its position in the  marketplace.  Suggest that we all lose as a result of the behaviour of the market leader.  
• Stick to the facts.  There's no point  in ranting and raging and making things up.  Make your points - and back them up.  Showing you've done your homework will strengthen your argument.
• Play to your strengths.  Assess your competition.  Don't take them on at something at which they excel.   
• Get your timing right.   If you're going to take on the dominant brand, make sure you're on the front foot.  No point taking them on at squeeky-bum time.  
• Use humour.   Be the first person in the world to make a joke out of zonal marking.  
• Be self-deprecating.  Remember Avis's famous slogan - We're Number 2.  So we try harder.  People will like you for it.   
• Get the crowd on your side. People warm to challenger brands far more than to market leaders.  Showing some emotion will engage your audience.

Only time will tell whether the market leader continues to dominate.  As Rafa suggests, for all Ferguson moans about fixtures they have by far the best run-in - including playing the other top four teams at home. We shall see.     

Comments

[Sue]

Sadly Rob, Rafa should have noted your challenger brand tactics before he took on the master.

[Rob Greenland]

We shall see Sue. I'll be keeping a close eye on Fergie's zonal marking of the officials at half time tomorrow.