A new class of brands is rewriting the marketing rulebook by placing brand at the heart of their growth strategies. This panel brings together leaders of challenger brands to reveal how they’re stealing share of voice from market-leading competitors through disruptive marketing strategies.

Talking points:

1. An evolving media mix: How do challenger brands balance earned, paid, and owned media as they grow? Where should they invest first?

2. Gut vs. data: With small budgets come tough choices. When do challenger brands rely on research and insight, and when do they trust their gut?

3. The disruptor mindset: How do challenger brands steal share of attention from their bigger competitors?