Challenger Brands

Former Zappos CEO, Tony Hsieh, Dies at Age 46

For all of the deserved plaudits for building a paradigm-changing ecommerce giant in Zappos, Tony Hsieh had a profound presence in his adopted hometown, Las Vegas. The former CEO, who died Friday from injuries suffered in a Connecticut house fire at age 46, was a champion of the city’s downtown area, that he worked to… …

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These 81 Brands Are Shaping the Future of Commerce

What makes a brand meaningful? That’s the question that ecommerce marketing platform Klaviyo and retail media research startup Future Commerce attempt to answer in a new report about which brands are shaping the future that consumers want to see and why. The report identifies nine different brand categories resonating with consumers, ranking nine brands within… …

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So Your Customers Tried a Competitor During Quarantine—What Now?

As U.S. consumers transitioned from the panic-buying to hoarding phases of product acquisition during the coronavirus pandemic, longstanding consumer habits and brand loyalty took a backseat to availability and circumstance. In fact, a recent study from media and marketing services company Mindshare found 69% of consumers said they’re likely to buy or have bought new… …

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Road to Challenger Brands: Everlane’s Franchesca Hashim on Emotion as the Start of Everything

Everlane launched in 2011 with one question: Why would anyone pay $70 for a shirt that only cost $7 to make? The initially direct-to-consumer but increasingly brick-and-mortar clothing retailer operates by a policy it calls Radical Transparency. You can learn more about this concept at Adweek’s Challenger Brands summit, taking place March 4-5 in New… …

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Orangetheory Highlights Benefits Beyond the Gym in New Global Campaign

It’s officially the new year, which means it’s time to join the annual migration of Americans to the gym. And Orangetheory Fitness, one of the hottest rising brands in fitness, obviously doesn’t want to miss the resolution rush. But while many gym ads focus on personal improvement with a not-too-subtle subtext of vanity, Orangetheory is… …

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The Best Shots From Our Brandweek: Challenger Brands Summit

At the Grand Hyatt New York on Feb. 6 and 7, Adweek hosted the first Brandweek: Challenger Brands summit. Some of the world’s most popular direct-to-consumer and established brands came together to explore 12 top-of-mind topics that examined challenging the brand standard. Check out the best shots from the day, as well as Adweek’s upcoming… …

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