How to Win as a Challenger Brand

What It's About

In the building products industry, established market leaders often dominate mindshare. Challenger brands, however, are shaking up the status quo. They’re not just smaller competitors, they’re companies with ambition, a distinct vision and a willingness to disrupt. Unlike market leaders who focus on maintaining their position -- and disruptors who often introduce entirely new categories -- challengers strategically target specific vulnerabilities in the existing market. They offer a compelling alternative, capturing the attention of audiences seeking something more. Learn the strategies and helpful guidelines of some of the industry’s most celebrated case studies from among the best challenger brands in building products.

How to Attend

Open to all IBS registrants.

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