It’s spooky season. Cobwebs, fake blood, pumpkin lanterns. And – of course – soup, thrown over paintings in protest. 

Just Stop Oil, a coalition working to make the government commit to ending all new licences and consents for gas and oil projects in the UK, has made the news this month. A recent case: a pair of protesters splashing a tin of soup onto Van Gogh’s ‘Sunflowers’ painting.

The image was behind glass, and so ultimately unscathed. Many have praised Just Stop Oil’s action for causing just the right amount of commotion to effect change. The act put the group's name on the agenda and while it might have been annoying (there was mess to clean up) it was relatively inoffensive (no masterpiece has been destroyed). Some thought it wasn’t disruptive enough (think of suffragette Mary Richardson slashing a Velázquez painting in 1914). Others flat out disapproved. 

The stark divide in opinion got us thinking about challenger strategy at Sonder & Tell.

If you’re assuming a challenger positioning as a brand, that means you’ll stand for something – and against something else. It means your actions will be exciting, but also alienating. And it means that some people will like you, others really won’t.

We say: that’s a good thing. If you try to speak for everyone you’ll speak for nobody. So remember what you're challenging in your industry and embrace those who do feel excited about who you are and what you do.

Ask yourself: what are you fighting against? What’s the tone of voice you’ll take on to fight for your cause? And who’s coming with you?