Insight starts with an O
So I’m talking to this advertising planner, and he’s telling me about the strategy he’s most proud of, for potato chips. I didn’t ta...
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Articles
A Question With Only One Answer
We tend to think of brands as making statements or promises. But it is more stimulating to think of brands as asking questions.
Finding vs. Forgetting
Every so often a business magazine will publish a survey of multinational CMOs and reveal what they think they need more of in the next few ...
Thinking Differently about Organisational Structure
It was the end of a long, hot day. I had flown to make a speech, and was invited to ...
Don’t leave Liking to Facebook
Thinking you know your consumer, while in fact they are someone very different – is more dangerous than not knowing them at all.
Announcing The Brand of the Year 2012
I realise it is customary to wait till the end of the year to announce the Global Brand of 2012. ...
Becoming the Talk of the Town
Last week I took the Orient Express to Venice. I have a thing about old trains and it was ...
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Challenger Type: The Missionary
A brand with a sense of purpose
Challenger Type: The Enlightened Zagger
Swim against the prevailing cultural tide
Challenger Type: The People’s Champion
Fight for the consumer
Challenger Type: The Next Generation
That was then, but this is now.
Challenger type: The Democratiser
Give it to the masses.
Challenger Type: The Game Changer
Things will never be the same again
Challenger Type: The Visionary
Transcend the very nature of the category
Challenger Type: The Feisty Underdog
Stick it to Goliath
Challenger Type: The Real & Human Challenger
The people behind the brand
overthrow small
Challenger Type: The Irreverent Maverick
Poke beige in the eye
Challenger Type: Take the Test
See yourself as a Challenger? Find out what story you should be telling.
Why Does Status Always Have To Be So Serious?
A classic Challenger reminds Adam that having a personality is as important for Challengers Brands in the luxury market, as in any other category.
Ladies and Gentlemen, Start your Engines
Recently, the Morgan family dinner conversation has found itself turning to the topic of engines. It is not that we ...
Some Truthiness about Change and the Changiness of Truth
What Challenger brands can learn from the recent pre-election protests in Russia.
Surprising Relatives
Your cellphone has eighteen times more bacteria on its surface than the flush handle of a urinal. Taking ecstasy is ...
The Muddle in the Middle
The Muddle is everywhere. It's in every single worthwhile (i.e. Difficult) project you undertake. Mark gives us 4 pointers to get you through.
Making the Invisible Visible
Our latest publication. Where are the opportunities for Challengers to amplify their point of difference by making something hitherto invisible, ...