invention of the year 2025) joins Eric Fulwiler of Rival (the authority on challenger brands) to break down how Light has built a high-impact brand without relying on traditional advertising, large budgets, or attention-maximising tactics, and what that means for the future of marketing leadership.
For CMOs and senior marketers, the value is practical and immediate: learn how to drive growth with constraint, turn brand into a performance engine, and identify what to stop doing in an industry that rewards excess. Expect clear perspectives on challenger strategy, human-centred design, and how to create relevance in a landscape where AI is making everything easier to produce, and harder to matter.
Walk away with a sharper point of view on where to focus, what to cut, and how to build brands that outperform without burning attention or budget.