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Global Chief Marketing & Digital Officer

Arjoon Bose

Culture has always driven relevance and preference for the most successful brands. But culture is changing and all brands risk being left behind. Gone are the days of a top-down macro-culture set by a few, and already here are the days of thousands of micro-cultures growing bottom-up from pockets of influence on and offline. Challenger brands are mapping and tapping into these micro-cultures with great success, harnessing the passion of these communities to drive purchase and advocacy behaviors. We’ll hear from co-founder and CEO of Rival, Eric Fulwiler, a leading marketing consultancy for challenger brands and Bel’s CMO Arjoon Bose, as they discuss the opportunity that micro-communities present.