Win Different: How Smart Risk-Taking Drives Challenger Brand Growth

​You can spot the challenger brands in this webinar from a mile away. Graza disrupted the olive-oil industry with their playful squeezy bottles, while Bobbie has been shifting cultural norms around feeding journeys from day dot (remember the brand's "Everybody's Gotta Eat" billboard in Time Square featuring celebrity cookbook author Molly Baz, which broke the internet?).

​Challenger brands don’t win by outspending — they win by outsmarting. In this session, we’ll explore how bold, fast-moving brands unlock growth by putting their audience first, making focused and distinctive media bets, and building platforms that the legacy players can’t replicate.

This session features:

• ​Alex Edelstein, VP of Marketing at Graza

• ​Kim Chappell, Chief Brand Officer at Bobbie

• ​Monik Ladha, Director of Brand Strategy at TRG

• ​Janet Gallent, Associate Clinical Professor (Comms & Media) at Fordham University

• ​Leanne Tomasevic, Head of Insights UK & US.
  

​We’ll unpack:

• ​Audience-first growth: Why challenger brands start with consumer jobs-to-be-done instead of brand mission statements.

• ​Media focus & risk-taking: With leaner budgets, challengers prioritise focus over fragmentation. We’ll show how unlocking awareness and taking creative risks drive outsized returns.

• ​Distinctive platforms for long-term advantage: From breaking category conventions to building communities, discover how challengers create products, partnerships, and cultural relevance that competitors can’t copy.

​Join us to see how today’s challengers create tomorrow’s market leaders.

​All registered attendees will receive the full recording of this webinar.