The Golden Age of Challenger Brands
Karen Schnelwar, Head of Strategy at Pearlfisher New York, will give her talk, The Golden Age of Challenger Brands, to a group of undergraduate and graduate students at Cornell University as a guest lecturer.
Now more than ever, challenger brands—upstarts and start-ups alike—are shaping consumer culture. In a landscape once lorded over by global behemoths, factors like cultural shifts, technological advances, and a boundless surge of entrepreneurial spirit have enabled the creation of the new. These brave brands do things differently, each in their own way, and in doing so transform categories and culture. In this session, Karen will shed light on how fresh ideas become formidable challenger brands, how challenger brands succeed, and what global icons—and all brands—can learn from them.
26th October, 2016