"Ask the marketing leader of a typical challenger brand about identity and they'll likely say more about aspirations than applications. Brand teams know that identity is fundamental to everything they care about, from finding new customers and lowering acquisition costs to accurately measuring campaign effectiveness and deeply understanding customer behavior. Yet despite a clear grasp of this potential, the solutions remain out of reach to many challenger brands."
"That's because identity tools have historically been designed for Fortune 50-scale businesses, built around complex tech stacks and managed by specialized data teams. These tools offer powerful capabilities, but they also carry big price tags, long implementation timelines and technical complexities that simply don't align with the operational realities of leaner challenger brands. Fortunately, change is afoot, and identity is no longer a luxury only for the biggest enterprises."
Challenger brands face fragmented identity because customer data is dispersed across SaaS platforms such as Shopify, Klaviyo, CRM and customer support systems, and anonymous website visitors remain unmanaged. Traditional identity tools target Fortune-50 scale companies, requiring complex tech stacks, specialized data teams, high costs and long implementations that exceed the capacity of lean brands. Newer, more nimble identity platforms provide foundations for unified customer profiles, precise audience segmentation and measurement, and the ability to scale acquisition beyond major platforms like Facebook and Google. Wider identity availability can reduce acquisition costs, improve campaign measurement and unlock deeper customer understanding.
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