Understanding the code, or the unwritten rules that play out in any category is mandatory for all brand managers. However, once having gained an understanding of the of code of practice demonstrated by the key players, brand managers have to choose whether they play by these rules or challenge the conventions. If one chooses to reinvent the rules it goes without saying they need to have a strong sense of how the target market is likely to respond. But challenging the conventions is the space challenger brands love to play.
