Challenger brands don’t wait for permission—they rewrite the rules, reshape categories, and win by being unapologetically different. In this conversation, we’ll dive into how breakout companies are using humor, nostalgia, product innovation, and bold storytelling to punch above their weight and outmaneuver bigger competitors. From creating cult‑level brand affinity to crafting experiences people can’t help but share, this panel unpacks the scrappy thinking and strategic discipline behind challenger success.