Brand Challenge

"Eating the Big Fish" by Adam Morgan is one of my favourite business books, which has stood the test of time since its publication in the last century.

But, of course, one thing that's changed beyond all recognition in the last 13 years are the media that brands can use in their challenge.

So it's good to see that Adam Morgan has a new book out, co-written by Mark Holden of PHD, who should know his media stuff. This book does two things:

1. It classifies nine challenger brand stories beyond the one we know and love - David and Goliath aka as "The Feisty Underdog". And expresses what drives these brands and what they are challenging (not necessarily the market leader).

2. It looks at media choices best suited to telling the ten different challenger stories.

The book is called "Overthrow: 10 ways to tell a challenger story" and the website is here.

You can even find out "which challenger type you are."