Posts filtered by tags: Challenger Brands[x]


 

This Toothpaste Startup’s Cheeky Activation Will Have You Gleefully Spitting In Public

Emily Post would have zero tolerance on the matter, but in general, social etiquette suggests that there are some routine body-maintenance rituals you should never perform in public, like clipping your nails and, certainly, brushing your teeth. A brand called Hello is tackling the latter, but with a dose of humor, a modicum of privacy...
Tags: General, Advertising, Emily Post, Challenger Brands, Toothpaste Startup


Arnold Schwarzenegger and LeBron James Promote Their Supplement Company With a Gym Duel

If you don't know that Ladder was founded by an eclectic group of A-listers--Arnold Schwarzenegger, LeBron James, Cindy Crawford and Lindsey Vonn--you might wonder how a supplement startup could afford the kind of ad it just dropped. But obviously it's a challenger brand with star power to spare, so it's not all that surprising that...
Tags: Advertising, Arnold Schwarzenegger, Lebron James, Lindsey Vonn, AdFreak, Challenger Brands, Arnold Schwarzenegger LeBron James Cindy Crawford


These Former Nike Executives Are Looking to Disrupt the Death Care Industry

When former Nike executives Keith Crawford and David Odusanya started CO-Lab last year, like most new agencies, the question was how they would carve out a unique space in an already crowded field. While the duo inked a few smaller deals with brands, they also had a few ideas of their own they wanted to...
Tags: Advertising, Nike, Challenger Brands, Keith Crawford, David Odusanya, CO Lab


How Aviation Gin Toppled Marketing Giants to Win Adweek’s March Adness Bracket

They entered the tournament the ultimate underdogs, but somehow the scrappy team at Aviation Gin defied their 16th-seed ranking and took home the championship in Adweek's first March Adness bracketed tournament to name today's top advertiser. Truly a Ginderella story for the ages, Aviation faced off against a litany of today's biggest and best marketers--Burger...
Tags: Advertising, Aviation, Adweek, Challenger Brands, Aviation Gin, Aviation Gin Toppled Marketing Giants, Win Adweek


How DTC Invisible Aligner Brands Build Trust to Challenge the Orthodontic Status Quo

Jordan Katzman and Alex Fenkell met at summer camp when both were 13 years old, bonding immediately, in part over their shared mouths of metal. As their friendship continued into adulthood, they keenly remembered the awkwardness of their orthodontia experience. "It was just truly a pain point in our youth," Fenkell said. "We figured there...
Tags: Advertising, Magazine, Challenger Brands, Alex Fenkell, Fenkell, Jordan Katzman, DTC Invisible Aligner Brands Build Trust


Challengers, Disruptors and Leaders All Exist and Compete in the Media Space

The world of marketing used to consist of established brands and everyone else. The established brands spent heavily in traditional media to maintain and grow their markets, which were served by brick and mortar retailers. Everyone else chipped around the edges using direct mail, newspaper inserts and cheap late-night TV spots for direct response and...
Tags: Advertising, Voice, Challenger Brands, Legacy Brands


Q&A: Theragun’s Founder Is Dedicated to Challenging the Status Quo of Pain Relief Science

After surviving a severe motorcycle accident in 2017, Dr. Jason Wersland, founder and head of performance development at Theragun, found himself wracked with debilitating pain. Searching for a non-pharmaceutical option to relieve his discomfort in the form of a handheld device, Wersland--a chiropractor who grew up in Norway building things with his hands--found none. So...
Tags: Advertising, Norway, Challenger Brands, Jason Wersland, Theragun


Challenger Brands Are Winning at Instilling Loyalty Among Consumers

It's time for big brands to start taking notice of what the little guys are doing differently. Established brands once enjoyed being a cornerstone in consumers' lives and now they find themselves losing share to a growing collection of challenger brands that are finding new ways to compete. According to reports from Catalina, major brands...
Tags: Advertising, Voice, Catalina, Challenger Brands, Legacy Brands


Founders and Funders on Adweek: ‘Inspiring, Valuable, Innovative’

As we celebrate our 40th anniversary in 2019, we're asking our readers, members, partners and friends how Adweek helps them do their jobs better. In our first installment, gathered at the recent Brandweek: Challenger Brands event, we heard from Tim Armstrong, founder of the dtx company; Porter Braswell, co-founder of Jopwell; and Leslie Kruempel, mission...
Tags: Advertising, Adweek, Tim Armstrong, Jopwell, Porter Braswell, Challenger Brands, Brandweek, 40 Years Bold, Leslie Kruempel


Want Your Brand to Be a Hit With Consumers? Try Partnering With a Musician

During the Super Bowl, PepsiCo tripled down on collaborations between musicians and brands--and it paid off. Doritos was the second most-discussed brand on social during the game following its ad starring Chance the Rapper and the Backstreet Boys. Pepsi was the top "share of voice" on social after its Big Game spot featured Cardi B,...
Tags: Advertising, Magazine, Cardi, Marketing Innovation, Challenger Brands, Backstreet Boys Pepsi


Brands Can Unlock Unique Opportunities in Making Deals With Music Artists, If Done Right

During the Super Bowl, PepsiCo tripled down on collaborations between musicians and brands--and it paid off. Doritos was the second most-discussed brand on social during the game following its ad starring Chance the Rapper and the Backstreet Boys. Pepsi was the top "share of voice" on social after its Big Game spot featured Cardi B,...
Tags: General, Advertising, Magazine, Cardi, Challenger Brands, Backstreet Boys Pepsi


How Drone Racing League Is Integrating Brands Into Its Races

Drone racing on its own is already a pretty thrilling sport to watch. The vehicles can go from 0 to 80 miles per hour in less than a second, zipping around corners in creatively built--and incredibly complex--obstacle courses. However, that also means any types of brand sponsorships are going to have to be more than...
Tags: Advertising, Challenger Brands


How Walmart’s In-House Incubator Is Imagining Virtual Reality for Retail

The largest tech companies like Facebook, Google and Samsung have been pushing virtual reality for years, but could a legacy retailer like Walmart be the one to help the technology go mainstream? While many brands are experimenting with emerging technologies with the help of agencies and vendors, Walmart has been quietly building the future of...
Tags: General, Advertising, Samsung, Walmart, Facebook Google, Challenger Brands


The Best Shots From Our Brandweek: Challenger Brands Summit

At the Grand Hyatt New York on Feb. 6 and 7, Adweek hosted the first Brandweek: Challenger Brands summit. Some of the world's most popular direct-to-consumer and established brands came together to explore 12 top-of-mind topics that examined challenging the brand standard. Check out the best shots from the day, as well as Adweek's upcoming...
Tags: General, Advertising, Adweek, Grand Hyatt New York, Challenger Brands, Media Agency of the Year


MeUndies, Papa & Barkley and Mirror Have All Created Enthusiastic Communities of Consumers

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...
Tags: Advertising, Barkley, Challenger Brands, Brandweek


How Giphy Plans to Upend Advertising

Giphy.com has long been a destination users go to send hundreds of millions of short animated pop-culture clips every day. A GIF often says far more than any text can. Which is why Giphy founder and CEO Alex Chung is using his massively popular site to dent the digital advertising duopoly that is Google and...
Tags: Google, Advertising, Giphy, Alex Chung, Challenger Brands


Understanding Culture Is Key Whether You’re Marketing Jeans, Beds or TV

After their presentations at Brandweek: Challenger Brands earlier this month, we caught up with the CMOs of two challenger brands--Kelly Campbell of Hulu and Jeff Brooks of Casper--as well as Jennifer Sey, CMO of Levi's which, at 145 years old, maintains a challenger mindset. Taking risks and understanding culture are just two keys to sustaining...
Tags: Advertising, Hulu, Levi, Jeff Brooks, Kelly Campbell, Challenger Brands, Jennifer Sey, Brandweek


What These Founders Learned as They Built Their Brands

One of the greatest benefits of the recent Challenger Brands summit was getting real-world guidance from fearless leaders who've built some of the most captivating brands today. In this video, we hear from entrepreneurs such as Skinnygirl's CEO and founder, Bethenny Frankel; Giphy's co-founder and CEO, Alex Chung; and Jopwell's co-founder and CEO, Porter Braswell,...
Tags: Advertising, Giphy, Bethenny Frankel, Jopwell, Skinnygirl, Alex Chung, Challenger Brands


Plexo Capital Partner Lo Toney on Why VCs Shouldn’t Treat CPG Brands Like Tech Startups

As retail disruption increasingly pushes the consumer-packaged goods industry into direct-to-consumer and ecommerce channels, new brands in the space are looking more and more like tech startups. Blurring that distinction too much can be dangerous for both entrepreneurs and investors, according to Plexo Capital founding managing partner Lo Toney. Speaking at the Brandweek: Challenger Brands...
Tags: Advertising, Lo Toney, Challenger Brands, Brandweek, Plexo Capital, CPG Brands Like Tech Startups


These 3 Challenger Brands Have a Bigger Purpose Than Just Profits and Growth

In today's advertising and marketing landscape, there's no shortage of brands taking a stand for something bigger than the bottom line. For some, like Patagonia or Nike, those messages become iconic cultural moments. For others, like upstarts Bombas, Naadam and Encantos, they serve as a different way to connect with consumers. At the Brandweek: Challenger...
Tags: Advertising, Nike, Patagonia, Challenger Brands, Bombas Naadam


Watch the Keynote Presentations From Brandweek: Challenger Brands

Adweek hosted its inaugural Brandweek: Challenger Brands summit in early February featuring some of the fastest rising brand marketers. Keynotes included Bethenny Frankel explaining how she built her Skinnygirl empire, Hulu CMO Kelly Campbell detailing the results of the brand's "Better Ruins Everything" campaign, Papa & Barkley CMO Kimberly Dillon revealing how its first six-figure...
Tags: Advertising, Hulu, Adweek, Bethenny Frankel, Kelly Campbell, Challenger Brands, Brandweek, Papa Barkley, Kimberly Dillon, Better Ruins Everything, Premium Events


Q&A: Comscore’s President on Tackling the Hurdle That Is Cross-Channel Measurement

With media companies urgently seeking more accurate methods of measurement across all platforms, Sarah Hofstetter clearly has her work cut out for her. The Comscore president oversees commercial strategy, direct sales and marketing efforts at the cross-platform measurement company. She joined nearly a year ago from 360i, where she had worked for more than a...
Tags: Advertising, Comscore, Sarah Hofstetter, Challenger Brands, Cross Channel Measurement


How Challenger Brands Are Bridging the Gap Between Ecommerce and Brick and Mortar

During our Brandweek: Challenger Brands summit Feb. 6-7, the "Bricks and Clicks" session featured panels from Away's vp, brand marketing, Selena Kalvaria, and Harry's vp, marketing, Lorna Sommerville, with moderator Robert Klara and Untuckit's CEO and co-founder, Aaron Sanandres, with moderator Jameson Fleming. The challenger brands spoke about how they're bridging the gap between ecommerce...
Tags: Advertising, Harry, Challenger Brands, Robert Klara, Selena Kalvaria, Aaron Sanandres, Jameson Fleming, Lorna Sommerville


Kraft-Heinz CMO Reveals Strategic Thinking Behind That Free-Grocery Store in D.C.

Even in a town as shockproof as Washington, D.C., the store that opened at 1287 4th St. NE on Jan. 16 was an eyebrow-raiser--not just because it was set to close a mere four days later, but also because everything in it was free of charge. The store--a grocery--was the contrivance of Kraft-Heinz, and the...
Tags: Washington, Advertising, Kraft Heinz, Challenger Brands, Kraft Heinz CMO


How Organic Valley Has Kept Farmers at the Core of Its Business

Leslie Kruempel has a unique title to represent a unique brand. As mission executive of Organic Valley, she has grown the company's marketing presence substantially in the years she's been at the company. Adweek caught up with Kruempel at the Brandweek: Challenger Brands event earlier this month, where she chatted about working with farmers to...
Tags: Advertising, Adweek, Organic Valley, Challenger Brands, Leslie Kruempel, Kruempel


What Successful Organizations Do to Create Diverse Workforces and Inclusive Cultures

Porter Braswell and Ryan Williams co-founded Jopwell--a diversity hiring platform focused on matching Black, Latinx and Native American students with major companies--after spending a few years buying and selling currencies at Goldman Sachs. The two converted their Wall Street experiences into a technology platform designed at helping underrepresented groups of job seekers, and through that...
Tags: Advertising, Goldman Sachs, Jopwell, Porter Braswell, Ryan Williams, Challenger Brands


This Is How Bethenny Frankel Learned to Trust Her Instincts

From The Apprentice: Martha Stewart to Real Housewives to her Skinnygirl empire, Bethenny Frankel's road to riches has been paved with an intense entrepreneurial drive. But while she's always had the ambition, she still had a lot to learn about running a business. "I don't think I knew what the word entrepreneur meant, or the...
Tags: Martha Stewart, Advertising, Bethenny Frankel, Challenger Brands


An ‘Overwhelming’ Underwear Aisle Inspired This Challenger Brand

It describes itself has having "the world's most comfortable undies." But startup undergarment maker MeUndies says the inspiration for the colorful and cozy underwear doesn't come solely from in-house designers, but from its "tribal-based community." At the recent Brandweek: Challenger Brands event, Adweek tech reporter Lisa Lacy sat down with MeUndies founder and CEO Jonathan...
Tags: Advertising, Adweek, Meundies, Challenger Brands, Brandweek, Lisa Lacy


Pandora’s Approach to Podcasting Is What Sets It Apart in the Industry

Podcasting has developed into an incredibly big market with lots of potential, but even the largest players are still evolving their approach. While Spotify is dominating the conversation with moves like its recent acquisition of Gimlet Media and Anchor, two major podcasting companies, Pandora is also asserting itself in this space. In this video, Alex...
Tags: Spotify, Advertising, Pandora, Gimlet Media, Challenger Brands


How Boxed.com Plans to Compete With Both Online and Traditional Retailers

How does a startup like Boxed.com compete against juggernauts like Amazon and Costco? The New York-based wholesale retailer has come a long way since Chieh Huang started the company from his garage in 2013, but he still remembers single-handedly fulfilling toilet paper roll orders in those early days, long before bringing in nine figures in...
Tags: Amazon, New York, Advertising, Costco, Challenger Brands, Chieh Huang