Portrait of Rafic Sinno

Rafic Sinno

Rafic Sinno is an assistant professor of business at the University of Dubuque and an enthusiastic educator. He is also a member of our Adweek Academic Council.


a man pushing a red block into a wall of blue blocks

Challengers Are Filling Gaps and Creating Consumer Countercultures

Voice

Purpose-driven and authentic challenger brands have risen to address the needs of emerging consumer counterculture segments.