By Malcolm Devoy, Chief Strategy Officer, PHD EMEA
It’s been 20 years since the term ‘challenger brand’ was coined. It was written by Adam Morgan in his book ‘Eating the Big Fish’, a seminal study of how smaller brands were stealing share from market leaders. It nearly goes without saying that a lot has changed in those 20 years.
PHD and Adam Morgan published a book in 2012 called ‘Overthrow’, a study of 10 new challenger narratives, and this year we teamed up again for the sequel, ‘Overthrow II: 10 strategies from the new wave of challengers’.
In Overthrow II, we identify challengers not by their size or their newness, but by their ideas on the change they want to make
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