As CMO of Cheribundi, Rob is competing against some of the biggest household names in all consumer brands. In this episode he takes us through how he's choosing his battles.

Key talking points

• How can challenger brands compete against giant corporations with seemingly endless resources? Beat them at their own game, or change the conversation?
• The importance of identifying and utilizing your strengths to their utmost extent.
• How brand values can be used to really stand out from the crowd.