Friday, November 24, 2006
challenger brand quote
"We would have to invent a new category, and exercise the ultimate right of the last born. To be first in what you decide to be, rather than last in what others have decided for you. Everyone knows the name of the first man to fly the Atlantic, no-one remembers the second guy (Bert Hinkler). However, they do remember the name of Amelia Earhart, the first woman to fly the Atlantic. What Amelia had succeeded in doing was inventing a new category."

Charles Vallance (Orange IPA paper) via Lee McEwan