September 24, 2010

Challenger thinking in São Paulo

This week Adam Morgan - the creative thinker behind EatBigFish - is in Brazil as part of the Future Speaker Series. It's always a tremendous pleasure listening to him speak about challenger strategy. Fresh, thought-provoking and powerful concepts that can help anyone who needs inspiration to grow their business by changing the rules of the game.

I personally love one of the challenger credos: sacrifice and overcommit - the notion of clearly defining what you're willing to sacrifice to build a strong engaging brand story. Always easier said than done. We tend to believe that there's always opportunity for a product tweak here and there or adding another claim on the package or launching a new line extension or even expanding to another category, many times diluting what the brand stands for.

Adam and his team are also fabulous story tellers. Click here to explore some of their thinking.

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