How a Challenger Mindset Helps Brands Like DC and Pepsi ‘Strive for the Impossible’

Brandweek speakers urge marketers to 'be real, be fearless, be provocative'

Screenshot from Brandweek 2020
'Adopting the Challenger Brand Mindset,' a Brandweek Masterclass session, was packed with advice about shaking up the status quo, running head-first at competitors and striving for greatness. Adweek

Contrary to popular belief, failure is an option, even in today’s cutthroat marketing environment. And it may be inevitable, especially if you’re pushing the envelope as a risk-taking challenger brand.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.