Editor’s Letter: How Do Challenger Brands Scale and What Do They Want to Be When They Grow Up?

Introducing our inaugural Summit on the topic

Challenger brands are here to stay, and they're armed with a new form of customer-centric narrative marketing. Sources: Allbirds, Casper, Orangetheory

Well, it turns out that our hunch was right. As of last count on Friday, our inaugural Challenger Brand Summit, set for this Wednesday and Thursday in New York, has almost 500 registered attendees. For an entirely new franchise that sprung organically from the reintroduction of Brandweek last fall to have drawn so much interest in a market saturated with industry events is nothing short of astounding. It also shows that the challenger brand movement is powerful and a real marketplace phenomenon.

This story first appeared in the Feb. 4, 2019, issue of Adweek magazine. Click here to subscribe.
@jcoopernyc james.cooper@adweek.com James Cooper is editorial director of Adweek.
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