How Legacy Brands Like Kraft Heinz and IHOP Channel Their Inner Challenger Brand

It comes from working alongside and competing with startups

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Being nimble, taking risks and working creatively, collaboratively and under budget are the hallmarks of marketing a challenger brand. But as we found out at our Brandweek: Challenger Brands summit last week, some of the biggest legacy brands increasingly see themselves as challengers. It’s all part of doing business alongside startups that are trying to do it better, faster and smarter.

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