As marketers we have, crudely speaking, two competing pressures on us. One the one hand we need to be more ..
At lunch with Gareth Kay a few months back we got into a conversation about the benefits of thinking and ..
They say the test of a civilised society is how it treats its citizens at each end of their lives: when they are children on the one hand, a..
I saw a very interesting presentation by a guy at J&J once. They had developed an ad for one of ..
There is a charmingly vicious game three guys in our office play called ‘Do your best Jagger’. The rules are very simple – each of the..
So I am having lunch with a group of car dealers. All wealthy, successful businesspeople, selling a rapidly growing challenger in the luxury..
A Challenger case study from a friend of the Challenger Project in Israel - Ofer Golan.
The icons of popular culture tend to be people with a naturally brilliant grasp of how to brand themselves, and how to distinguish themselves from their competition.
A story about how some DIY house builders overcame the system that said ‘No’.
Disneyland. Your favourite band coming on half an hour late. The ‘Incredibooth’ app on your iPhone where your retro photobooth-style images take minutes to appear. What do they all have in common?..
Adam learns a lesson from his sons about the difference between truth and insight.
Some refections from Mark on what we can learn from the Betabrand model.
Tom Ford shares the secret of silent storytelling with Adam and gives us some lessons in catwalk communication.
It is hard not to enjoy some of the more unusual measures the entertainment industry suggests as alternative measures of ..
Mark shares some lessons from his recent work with Challenger Brand start-ups
Adam looks at ten ways to tell a challenger story.
Hugh explores Outlooking – as a behaviour we can practice that has benefits for our brands and businesses.
Lynne Vandeveer talks about her experience launching Stride gum as a Challenger brand within Cadbury and explains the personal qualities, team behaviours and brand culture that helped her Pirate Withi..
Douglas Atkin founder of The Glue Project asks some questions of so-called brand 'communities' and gives us some guidance on the way to do it right.
Mark spends an evening with four Challenger CMOs and two CEOs.
Liv addresses our current brand obsession with community, explores its real world meaning and learns some lessons for the brand, business and campaign world.
Olivia asks some questions about how beliefs are being used (and sometimes misused) today and how we might sharpen and utilise our own beliefs better in the future.
Dan Germain from innocent tells us what he thinks about new media.