How to Launch a Challenger Brand with Fiona Parfrey of Riley

Riley is a sustainable menstrual product company that operates on a subscription model, whereby individuals manage mensutral health needs, coupled with a strong B2B model, whereby companies stock period products in employee toilets. This break from the traditional in-store purchase model requires a change of culture and a destigmatisation of women’s issues and women’s health - and Riley is up for the challenge. Learn more at https://weareriley.comScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at [email protected], we’d love to hear from you.  Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024