Challenger brands identify pain points and ideally offer a better experience than their predecessors, but if they are truly going to disrupt entire industries, they need to attract and retain customers. At Brandweek: Challenger Brands, three such companies talked about how they overcame that challenge and continued to grow their communities.
Here’s a closer look at how these upstarts upended the underwear, cannabis and fitness markets respectively by appealing to consumers in distinct ways.
MeUndies: Inspiring customers to be bold
Jonathan Shokrian was probably the only speaker to talk about his underwear, but as the founder and CEO of startup MeUndies, he can get away with it.