Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.
Twenty-one years is a long time in marketing: The world has changed enormously, and concepts have come and gone. Yet the idea of challenger brands, which we first introduced in the book Eating the Big Fish in 1999, has not only endured, but seems to be even more of the zeitgeist than ever, and a greater force for change in many of the categories around us.