11 March 2018 | Podcast (English-spoken episodes) | By Christophe Lachnitt
Superception Podcast Ep. 26 – Adam Morgan, Inventor Of The Challenger Brand Concept, And Founder And Partner Of Eatbigfish
Conversation on challenger brands with Adam Morgan, inventor of the Challenger Brand concept, author of “Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders”, and founder of the eatbigfish consultancy and The Challenger Project.
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Adam Morgan discusses his life journey, the creation and development of the eatbigfish consultancy, the concepts of Challenger Brand and Lighthouse Identity, the notion of intelligent naivety, the history of the mother of all challenger brands (Avis), current examples of challenger brands, the marketing strategies that challenger brands should adopt to succeed, the ways for leading brands to think as challengers, and the launch of an online cultural diagnostic and development tool.
This episode was recorded in London on February 21, 2018.