Five behavioural biases that challenger brands must know for success in 2021 Hardhat co-founder Dan Monheit. As Australia readies itself for a post-COVID recovery, the fight for consumer confidence and dollars will be primarily fought in the advertising and marketing spheres. For most challenger brands, the option of blowing established competitors out of the water with a big-budget ad campaign and a thumping media plan just doesn’t exist. Yet, if you cast your eye to the opposite end of the marketing equation, you’ll find something that’s far more powerful, incredibly accessible and free to use if you can unlock it: the reason customers buy the things that they do.