Prowess in Storytelling Is What Makes a Challenger Brand, and More Insights From New Adweek Survey

Over 200 marketers sounded off on their feelings about the place and future of upstart brands

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Challenger brands are changing the world, but these cutting-edge companies still have challenges to overcome in their path towards category domination.

Ahead of Brandweek’s Challenger Brands event, Adweek surveyed over 200 brand marketers—half of whom work for a challenger brand; the other half, a legacy or “establishment” brand—on challenger brands’ place in business today, the difficulties they’ll face in the years to come and the distinguishing characteristics that have allowed them to rise up against their bigger, more established counterparts.

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