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

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

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.

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This story first appeared in the Feb. 4, 2019, issue of Adweek magazine. Click here to subscribe.