When Positioning is Positioning
Went into the Co-op Supermarket in Ludlow on Friday. We needed lemons. The fruit and veg were where the fruit ...
eatbigfish
Adam Morgan
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...
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.
Putting the Feist in the Feisty Underdog
Explicitly calling out the Big Dogs always takes a little moxie, even when the strategic thinking is as razor sharp ...
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. ...
Eatbigsish_workshop_advert_large_021
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 ...
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.
Show Me The Monkey
Challenger Brands and the many virtues of product demos.
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 ...
Surprising Relatives
Your cellphone has eighteen times more bacteria on its surface than the flush handle of a urinal. Taking ecstasy is ...
Bite me
I’d like you to imagine you are the marketing manager of a mobile communications company. You and the CEO are ...
Making the Invisible Visible
Our latest publication. Where are the opportunities for Challengers to amplify their point of difference by making something hitherto invisible, ...
The Power of Vulnerability
I was talking last week to Elle Harrison, the author of ‘Wild Courage’. Once an Innovation Leader at Unilever, she ...
Both Sides of Against
Amy posted about Illasmasqua last year; and I have been keeping an eye on them ever since. This is the ...
The Patisserie of Dreams
From the Duty Free shop in Orlando, I flew to Paris. And while Hendricks had created an oasis of old ...
Silently imprisoned cucumbers
The scene is Orlando airport. Thursday night, late. I mooch around, looking for something to do, trying to avoid Sea ...
overthrow small
Why Productivity is the Enemy of Insight
As marketers we have, crudely speaking, two competing pressures on us. On the one hand we need to be more ...
Bring Me the Head of Industrial Lager
I was in Cape Town last week, and a friend took me to a bar called & Union. Started by ...