Inspiration and frameworks for ambitious challengers.
Overthrow II: 10 strategies from the new wave of challengers
By eatbigfish and PHD
Overthrow II explores the 10 different challenger strategies, or narratives, used most powerfully today, each of them embodied in interviews with incisive leaders who have used them to break through in their market. The book is a provocative and practical guide to focusing on what really matters: the narrative you need to be a compelling challenger brand in an increasingly noisy, crowded and distracted world.
A Beautiful Constraint: How To Transform Your Limitations Into Advantages
By Adam Morgan and Mark Barden
We live in a world of seemingly ever-increasing constraints, driven as much by an overabundance of choices and connections as by a scarcity of time and resources. How we respond to these constraints is one of the most important issues of our time, and will be a large determinant of our future progress as people, businesses and citizens of our planet. A Beautiful Constraint calls for constraint-driven problem-solving to become a much more widespread capability and offers an original framework to achieve that.
The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organisation
By Adam Morgan
Every organization needs a little Constructive Piracy. Including yours. Welcome to The Pirate Inside, a manifesto for how the marketeer and marketing-led company of the future will think and behave.
Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders
By Adam Morgan
Adam provides practical advice and plentiful easy-to-follow examples to show how a challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets. He presents eight challenger credos that stress bringing a fresh perspective to market, building a prominent and emotionally appealing identity, implementing a pervasive communication strategy, and focusing intently on ideas rather than consumers.