Adam Morgan is the founder of eatbigfish, the world’s leading consultancy on challenger brands. His latest book with Malcolm Devoy is Overthrow II: 10 Strategies From a New Generation of Challengers.
How Challenger Brands Have (and Haven’t) Changed in the 21 Years Since the Term Was Coined
They've never been more popular, but the context in which they operate is critically different.
Three Rules for Thriving in 2009
As this fiercely challenging year begins, the tendency is to think in terms of a temporary change in tactics. But marketers should be thinking much bigger than this. What we [...]