adam morgan, founder
Adam's early career was spent in advertising in the UK and US where he became increasingly interested in the subject of challenger brands. In 1997 he established the Challenger Project, a research project into how challenger brands succeed across a variety of different categories.
This continually evolving study led to the publication of ‘Eating The Big Fish: How Challenger Brands Can Compete against Brand Leaders’ which has been translated into eight languages. Adam currently works with clients such as PepsiCo, Eurostar, Guardian Newspapers, Unilever, Channel 4 and Lexus running workshops to develop and maximise their position as challenger brands in their marketplace.
His second book, published in 2004, was entitled ‘The Pirate Inside: Building a Challenger Brand Culture within Yourself and your Organisation’, and explored the personal qualities and behaviour required of a challenger individual within a large organisation.
Adam currently divides his time between working closely with clients on challenger workshops and having just published an updated edition of ‘Eating the Big Fish’, (click here for more information on the book, and press interviews with Adam). He is now researching a third book about ‘Opportunity’.
He is also a frequent speaker, addressing both business and marketing conferences around the world, as well as individual intra-company offsites, such as the Orange Global Brand Forum and the bmi Senior Management Conference, on the subject of brand strategy and challengers. Following a speech at the US Marketing Forum, he was the highest ranked speaker in a workshop.
adam@eatbigfish.com
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