Why iRobot Still Considers Itself a Challenger Brand After 30 Years

The company wants to maintain an upstart mindset

a woman smiling on a zoom call
iRobot CMO Kiran Smith spoke at Adweek's Challenger Brands event. Adweek

Though the Roomba robot vacuum may be a household name that has been navigating homes for nearly two decades, the company behind it still considers itself a challenger in the home cleaning space.

@patrickkulp patrick.kulp@adweek.com Patrick Kulp is an emerging tech reporter at Adweek.