Eric Fulwiler
Co-founder and CEO of Rival, a boutique marketing consultancy and research firm focused on challenger brands, known for leading research such as the Rival 50 index and advising brands and incumbents on challenger marketing playbooks.
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Feb 17, 2026 • 45min
What Liquid Death Can Teach Banks
Eric Fulwiler, co-founder and CEO of Rival and authority on challenger brands, breaks down what makes challengers like Liquid Death stand out. He discusses how challenger mindset beats bigger budgets. Short takes cover differentiation, targeting microcultures, marketing driving product and culture, and pragmatic ways banks can adopt challenger playbooks while navigating regulation.
