Everybody loves an
underdog.
outcast
+Charley is a one-man
consultancy building the world's
challenger brands.
I started +Charley because I believe
in the power of the outcast.
Unlike David versus Goliath. The outcast
is fighting more than size. It's in a battle
to fit in and find acceptance in society.
The outcast embodies not just a new way
of doing. But, an unorthodox way of thinking.
And the ones that stand the test of time do more than just show us the way. They inspire
us to find it within ourselves.
This is the power of the challenger brand.
My approach
Like a journalist who goes
to the source in pursuit of truth. My one-man setup
is designed for unusually
close collaboration. I get
to know founders. I learn
from them, I challenge their
thinking and ask them to challenge mine. My goal
is to get challenger brands
cutting into competition. To
find strength in weakness, opportunity in "never-been-done-before." I do that by
embracing the outcast
archetype: The perfect mix
between tactical strategy
and universal appeal.
My capabilities
Brand strategy
Brand messaging
Brand campaigns
about me.
My name is Charley Arrigo.
By day, I do brand messaging for
one of the world's all-time challenger
brands: Capital One.
By night at +Charley—I continue to
challenge challenge challenge.
Work samples available upon request.
Challenger beginnings
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"Charley is a creative and highly-skilled marketer who has an incredible ability to develop concise content that informs, inspires and empowers."
James Sancto, Founder, We Make Change, London 🇬🇧
"As a startup founder, it's difficult turning the complex into something meaningful people can relate to. Charley is a master at putting heart into words."
Anne Ravanona, Founder, Global Invest Her, Paris 🇫🇷
"Charley helps organisations find their voice and stand out from the crowd. His content resonates emotionally, and inspires people into action."
Adam Thornhill, Founder, PodUp; CMO, MedicSpot, London 🇬🇧
Everybody loves an outcast.