The Rise of the Insurgent Brand — Why Small Brands Are Winning Attention, Culture, and Market Share

The Rise of the Insurgent Brand — Why Small Brands Are Winning Attention, Culture, and Market Share
December 11th
9:00 – 10:30 am MT
Boulder Chamber
2440 Pearl St, Boulder, CO 80302

Join us on Friday, December 11 as we sit down with Andy Nathan, Founder & CEO of Fortnight Collective and Sam Emrich, Head of Strategy of Fortnight Collective for a conversation on the rise of the insurgent brand* — what it means, why it matters right now, and how emerging Natural Food CPG brands can adopt an insurgent mindset to punch above their weight, steal attention from legacy players, and build real cultural resonance.

* Bain & Company defines an insurgent brand as a high-growth, disruptive consumer products company that drastically outpaces category averages while keeping the customer at the center of its value proposition.

What the discussion will cover:

• What is an insurgent brand and why are these brands succeeding in pop culture and on Wall Street
• How to become an insurgent brand. What is the playbook?
• Real examples of insurgent brands today
• How do insurgent brands grow and stay insurgent
• Why Insurgent brands can make big moves on small budgets/How they win on social media
• The future of insurgent brands and the role of AI and democratized creativity

Discussion questions for members:

• What’s one rule of marketing you think is dead?
• What’s one thing your brand could start doing tomorrow to act more like an insurgent?
• What’s one rule of marketing you think is dead?
• What’s one thing your brand could start doing tomorrow to act more like an insurgent?

The Insurgent Mindset

• What makes a brand truly insurgent — and can any brand develop that quality intentionally?
• Which consumer or cultural shifts from the past 12–18 months have opened the door for insurgent brands to move faster than legacy players?
• What’s one rule of marketing you think is dead?
• Where are emerging Natural Food CPG brands winning by playing the insurgent game — and where are they giving ground?

Building the Playbook

• What does an insurgent brand’s creative and content playbook actually look like — and what separates it from brands just trying to go viral?
• How do insurgent brands win on social media without an enterprise budget?
• What role does AI and democratized creativity play in leveling the playing field — and what are the risks?
• What’s one thing your brand could start doing tomorrow to act more like an insurgent

Growing Without Losing It

• How do insurgent brands scale without losing the edge that made them interesting in the first place?
• What does the future look like for insurgent brands — is the window closing, or just opening?
• What’s one data point or cultural signal that changed how your team thinks about brand-building?

Speakers: Andy Nathan, Sam Emrich, Mona Hasan, and Sofia Arleo from Fortnight Collective

• Andy Nathan is the Founder & CEO of Fortnight Collective, a Boulder-based full service brand accelerator agency. Over a twenty-year career, Andy has served as Managing Director of TBWA\Chiat\Day NY, and VP/Account Director at CP+B, with additional roles at BBH New York and Ogilvy New York and London. He has worked on brands including Nestle, Purina, Mondelez, Patagonia Provisions, Yasso, One Brands, Solely, and has been part of multiple award-winning campaigns recognized with Cannes Lions, Effies, One Show, and ANDY Awards.
• Sam Emrich is the Head of Strategy at Fortnight Collective. With over 14 years of experience in branding, PR, advertising, and market research, Sam blends analytical rigor with creative flair to drive strategies and inspire action. Sam’s work with clients includes Gillette, Ford, Noodles & Company, and more. In her free time, she enjoys translating observations and insights into cartoons and poems.
• Mona Hasan is Creative Director at Fortnight Collective. She leads creative work for clients like Noodles & Company, Nestle, and Opendoor, and has been recognized by Cannes, One Show, and Clios. She’s been writing since she could hold a crayon. She’s also a certificated Hot Air Balloonist. She’s crashed only once
• Sofia Arleo is part of the strategy team at Fortnight Collective, where her background in anthropology and passion for creative thinking help her explore how people engage with brands and design. Her curiosity drives her to dig deep and ask the right questions. Outside the office, she’s usually in motion, skiing, cycling, running, or immersed in an art project.