Brandweek

How a Challenger Mindset Helps Brands Like DC and Pepsi 'Strive for the Impossible'

Brandweek speakers urge marketers to 'be real, be fearless, be provocative'

'Adopting the Challenger Brand Mindset,' a Brandweek Masterclass session, was packed with advice about shaking up the status quo, running head-first at competitors and striving for greatness. Adweek

By T.L. Stanley

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

Contrary to popular belief, failure is an option, even in today’s cutthroat marketing environment. And it may be inevitable, especially if you’re pushing the envelope as a risk-taking challenger brand.

What matters more than the faceplant itself is how you pick yourself up and what you learn from your mistakes.

“If you’re breaking the rules and challenging the existing framework, you will stumble,” Minjae Ormes, CMO of wireless carrier Visible, said during a Brandweek Masterclass session Tuesday.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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