Meet the Surprisingly Small Group of Branding Shops Behind Today’s Top Challenger Brands

The 3 firms responsible for the likes of Casper, Hims and Brandless

Get to know the people who help brand and develop your new favorite brands. Photo Illustration: Dianna McDougall; Sources: Burrow, Brandless, Casper, Hims

Think about some of the most of-the-moment companies—the ones we label “challenger brands.” Praised for shaking up entire categories, they’re changing the way traditional brand marketers think about their businesses and transforming the way people shop. Beyond the Caspers and the Warby Parkers of the world—though, don’t forget those names just yet—new companies like Hims, Everlane, Brandless, Allbirds and Otherland are taking over our Instagram feeds and winning new customers.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@ktjrichards Katie Richards is a staff writer for Adweek.