Adam Morgan is the founder of eatbigfish, the world’s leading consultancy on challenger brands. His latest book with Malcolm Devoy is Overthrow II: 10 Strategies From a New Generation of Challengers.
They've never been more popular, but the context in which they operate is critically different.
As this fiercely challenging year begins, the tendency is to think in terms of a temporary change in tactics. But marketers should be thinking much bigger than this. What we [...]