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

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

Expertly programmed by Adweek editor and svp of programming Lisa Granatstein, in close partnership with Danny Wright, Adweek’s managing partner, events, awards and honors, and his crack events team, the agenda is packed with execs redefining the meaning of brand marketing and challenging conventions at every turn.

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WORK SMARTER - LEARN, GROW AND BE INSPIRED.

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