In Episode #31, Ross is joined by the man who literally wrote the book on challenger brands — Adam Morgan. Adam is the founder of international brand consultancy eatbigfish, the world’s leading expert on Challenger Brands. He’s written four books, each of which detail inspiration and frameworks for ambitious challengers. Ross and Adam get into what real collaboration means and its potential, why you should worry less about your competitors and more about the difference you make in the world, and how constraints help us build braver brands.
Highlights from the conversation:
Most of my clients didn't embrace collaboration in a deep way, there was shallow collaboration. But that wasn't really about genuine collaboration.
Working with your competitors is going to get you there faster,
Brand owners have misunderstood the degree to which people care or don't care about them
That ambition is too important for me to suppress. I need to step back and reconsider how I'm going to deliver that ambition under that constraint
Constraints seem to spur them on. They're more open to braver design – they have to pop out, they can't fall into that sea of sameness.
It's less about challenging somebody. It's more about challenging something, something in the category, something in contemporary culture.
More about Adam
“Adam Morgan, is the founder of international brand consultancy eatbigfish, the world’s leading expert on Challenger Brands. His latest book “Overthrow II: 10 strategies from a new generation of challengers” is out now.”
Find Adam here:
LinkedIn | Twitter | Website | Books
Show Notes
People:
Companies and organisations:
Ehrenberg-Bass Institute for Marketing Science
Miscellaneous:
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One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.
One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.
Hosted by our founder Ross Drakes.
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