Status quo marketing practices and strategies are no longer adequate to build brands that breakthrough to touch the hearts of today's consumers. Although oftentimes outshouted and outspent by competitors, American Family Insurance's approach has yielded marketplace success by leveraging fearless dreamers rather than critters and mascots. In this session, join Sherina Smith, American Family Insurance's VP of Marketing as she explains how as a challenger brand, the company recognizes that dreamers can change the world by unlocking the power of diversity as a competitive advantage, and how bringing equity to the marketing value chain will deliver award-winning and business driving growth.