Why iRobot Still Considers Itself a Challenger Brand After 30 Years

The company wants to maintain an upstart mindset


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.

Speaking at Adweek’s Challenger Brands event today, iRobot CMO Kiran Smith said that despite the brand’s longevity in the market and category leader status in automated cleaning, it still maintains the mindset of an upstart company in a few key ways.

One is a sense of perspective about where it stands.

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