What happens when challenger brands grow up, but refuse to sell out? This session brings together Colgate-Palmolive’s subsidiary Hello Products, Breeze Airways, and Chime Financial to explore how they are scaling without losing their edge. From maintaining an indie spirit within a global giant, injecting a “Seriously Nice” personality into aviation, to becoming the #1 most loved consumer fintech service in the US, these brands prove that creativity fuels both identity and impact. You’ll hear how these fast-growing brands are changing the game through moments of “calculated misbehavior” grabbing consumers’ attention, and giving big brands a run for their money.