Speed Read – Taking on the challenge

Lee Powney
KAE

This Speed Read was originally published in Admap – November 2012 issue.

The narrative of a challenger brand does not always have to fall into the stereotypical David versus Goliath scenario. Overthrow aims to offer marketers a more sophisticated and wider challenger canvas on which to base their strategies.

Overthrow – 10 Ways To Tell A Challenger Story explores a new generation of challengers from the last 10 years, overturning the clichéd and superficial view often assigned to the challenger brand. It explores a range of challenger narratives, each one powerfully told. Its authors Adam Morgan, Mark Holden, Malcolm Devoy and Hugh Cameron have also put together a more evolved model of what it means to be a challenger brand.

Central ideas and arguments