Change creates risk or opportunity depending on how you respond to it. And it’s hard to argue that things aren’t changing in our industry right now…

The traditional playbook for marketing effectiveness becomes less and less relevant every month that goes by. The brands and marketers who want to grow and compete in this new world need to understand the next-generation playbook and the operating model to deliver it.

In this fireside chat, Eric Fulwiler, CEO and co-founder of Rival, sits down with Bill Neff, Head of Marketing at Yeti — a brand that has built a cult-like following by challenging category norms and staying relentlessly focused on its community. Together, they’ll unpack how Yeti’s bold, values-driven approach to brand building exemplifies the challenger mindset in action. From storytelling to strategy, discover how Yeti is rewriting the rules of engagement and what marketers can learn from their journey to stay ahead in 2026 and beyond.