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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.

The rise of micro-cultures

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