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.
Articles
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 throu...
Making the Invisible Visible
Our latest publication. Where are the opportunities for Challengers to amplify their point of difference by making something hitherto invisi...
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The Power of Vulnerability
I was talking last week to Elle Harrison, the author of ‘Wild Courage’. Once an Innovation Leader at Unilever, she ...
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 ...
Why an eyebrow salon might just be the right idea
At lunch with Gareth Kay a few months back we got into a conversation about the benefits of thinking and ...
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Getting Better at Failing
They say the test of a civilised society is how it treats its citizens at each end of their lives: when they are children on the one hand, and when they are old on the other. And the most interesting ...
Tell me how it’s going to work. And I won’t fire you.
I saw a very interesting presentation by a guy at J&J once. They had developed an ad for one of ...
Do Your Best Jagger
There is a charmingly vicious game three guys in our office play called ‘Do your best Jagger’. The rules are very simple – each of them can challenge any of the others at any time, anywhere, to ...
The Secret of Selling
So I am having lunch with a group of car dealers. All wealthy, successful businesspeople, selling a rapidly growing challenger in the luxury car market. The man on my left runs the largest and most ...
Old, BUT Wiser
A Challenger case study from a friend of the Challenger Project in Israel - Ofer Golan.
Amplify our differences. And keep them amplified.
The icons of popular culture tend to be people with a naturally brilliant grasp of how to brand themselves, and how to distinguish themselves from their competition.
Windbreaks and Window Boxes
A story about how some DIY house builders overcame the system that said ‘No’.
How fast should your brand go?
Disneyland. Your favourite band coming on half an hour late. The ‘Incredibooth’ app on your iPhone where your retro photobooth-style images take minutes to appear. What do they all have in common?...
The Trouble with Insight
Adam learns a lesson from his sons about the difference between truth and insight.
Betabrand: 99% fiction, 1% fashion
Some refections from Mark on what we can learn from the Betabrand model.
Boom! Act One
Tom Ford shares the secret of silent storytelling with Adam and gives us some lessons in catwalk communication.
Measuring Purpose
It is hard not to enjoy some of the more unusual measures the entertainment industry suggests as alternative measures of ...
Reflections on working with entrepreneurs…
Mark shares some lessons from his recent work with Challenger Brand start-ups
1+1=10
Adam looks at ten ways to tell a challenger story.