Overthrow

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Twenty years after the concept of the challenger brand was coined, a new wave of challengers has been changing the way the categories around us think and behave. Financed by a new type of investor, harnessing emerging structural changes and new ways to build relationships with their consumers, they have generated an enormous energy and excitement in the marketing and business community. But challenger behaviour is not confined to the new or the small. Brands of all sizes – whatever their category, competition, heritage or personality – can benefit from adopting a challenger mindset to drive more ambitious growth and make the impact they desire. In this book we explore 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. We look at the strategic principles that each follows, the media behaviours they practise, and the part that today’s big themes like technology, data, culture and creativity play. Overthrow II 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.