Challenger brands can become passion brands by focusing on the macro level of their category to reduce friction for customers, positioning themselves as leaders within a frictionless category, and focusing internally on reducing their own organizational friction. The document outlines how challenger brands should welcome customers to a revolution within their category, understand the brand hierarchy from macro to micro levels, and work to heal themselves by eliminating internal inefficiencies.

1. How Challenger Brands
Become Passion Brands
Jeff Rosenblum
Founding Partner of Questus
www.questus.com

2. Act I:
Welcome To The Revolution

6. PASSION BRANDS
Macro Micro
Category Level Brand Level

9. 9

10. 10

14. Performance

15. Act II:
The Brand Hierarchy

17. Frictionless
Leadership
Frictionless
Categories
Frictionless
Commerce
Frictionless
Advertising
Macro
Micro
Media
Org
The Brand
Hierarchy

18. How Do I Help People Get More
Out Of My Category?
Macro Friction

19. Act III:
Physician Heal Thyself

24. Jeff Rosenblum
Founding Partner of Questus
www.questus.com

25. How Challenger Brands
Become Passion Brands
Jeff Rosenblum
Founding Partner of Questus
www.questus.com