The
 Challenger
BRAND SYSTEM

Built to break the mold. Proven to outperform.
We don’t follow outdated playbooks.
We build systems designed to outsmart category leaders – fast.
Michael Phillips Headshot
Michael Phillips
CEO

5&Vine is a partner that brings intellectual honesty, collaboration and a wealth of experience. It’s a partnership in an outcome-oriented mission. It’s an ally in the trenches when you’re getting your ass kicked. It’s a high five from a team you highly respect when you get something right.

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Why Challenger Brands Win

Because they move with purpose. Think faster. Spend smarter. And stand for something bigger than product specs.Challenger Brands don’t just compete – they redefine the rules of their category. They punch above their weight by staying relentlessly driven to outperform the status quo.
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5&Vine’s 3-step system for Challenger success

Find the flaws in the status quo

We start by studying the category—and spotting what’s broken.
Then we figure out where you’re best positioned to challenge it.

What We Do

  • Analyze category conventions and unspoken rules
  • Map out customer tensions, legacy baggage, and whitespace
  • Pressure-test assumptions incumbents won’t touch

Why it matters

You can’t challenge what you haven’t diagnosed. This is where the sharp thinking starts.
Suzanne McKenzie Headshot
Suzanne McKenzie, Founder & CEO @

5&Vine possesses an exceptional ability to listen and collaborate, differentiating them from most agencies. They crafted a powerful brand positioning by flexing on the strength of our origin story, showcasing our commitment to sustainability and inclusivity, and deepening our connection to the consumer. I highly recommend.

Identify your 5 Stones & Slingshot

Every Challenger needs an edge. We define yours.
We match your team’s strengths with the incumbent’s vulnerabilities—and build the strategy that hits hardest.

What We Do

  • Define what makes your business strong, distinct, and credible
  • Identify the vulnerabilities in your category’s dominant players
  • Build a strategic narrative that turns your strengths into a slingshot

Why it matters

Challengers don’t win with more – they win with leverage. The right insight, aimed well, beats brute force every time.
Tim Sheehan Headshot
Tim Sheehan, Founder @ Greenlight

5&Vine are amazing marketing strategists. They led marketing for Greenlight during our early days, and it was one of the best decisions we made.

Strike with relentless precision

With your story locked and your targets clear, we execute with pace, discipline, and intention.

What We Do

  • Deploy with speed – moving fast to maximize impact
  • Launch systems to transform customers into advocates
  • Support execution with media, creative, and growth tactics

Why it matters

Momentum beats perfection. We help you punch first – and land it clean.
Izzy Rosenzweig Headshot
Izzy Rosenzweig, Founder @ Browze

5&Vine led our brand repositioning and accelerated our growth. Their dedication, insights, and creative approach are evident in their process and impact. I would highly recommend them to any startup looking to take their brand to the next level.

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Why the 5&Vine system works

Most strategy systems aren’t built for Challengers. Ours is. It’s fast, focused, and designed to deliver clarity, not chaos.
‍
3 reasons it works:
  • It’s tailored to your business – not theory
  • It finds your edge, fast
  • It translates insight into impact
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How fast can we move?

Here’s what you can accomplish in just 10 days

Rapid assessment

Identify strengths, gaps, and category context

Strategy alignment

Define your 5 Stones & Slingshot

Execution setup

Lock in creative, media, and growth priorities

Mutual activation

Align, act, and amplify – together

We don’t consult from the sidelines. We embed into your team, challenge assumptions, and push past safe bets - so you can lead the category, not follow it.

Building
a brand
 that changes the world?
Let’s built it together