Editorial: Doing the right thing right
So desirable is brand leadership that a whole literature of 'challengership' has grown up. Indeed, so seductive and inspiring have Adam Morgan's ideas been for eating the big fish that for some, being small is almost more fun. Well, perhaps: all must have prizes. But the real prize goes to the brand leader, a status so coveted that hanging on to it provokes familiar delusional behaviour.
I recall working on a shampoo brand many years ago that was very gradually losing its brand leadership position. Such was the company pressure to deny...