Age Group: Adults

Description:

This influential marketing book introduced the world to the idea of the "Challenger" brand — the smaller player going up against a dominant market leader. Adam Morgan argues that rather than imitating the "Big Fish," these second- and third-tier brands need their own distinct set of rules to grow aggressively and steal attention from far better-funded rivals. Drawing on his years working with brands like Virgin, Apple, IKEA and Absolut, he lays out a strategic framework and a set of guiding "Challenger" principles — bringing a fresh perspective, building a bold and emotionally resonant identity, and focusing relentlessly on ideas over budgets. Packed with practical case studies, it's a sharp, energising read for marketers and entrepreneurs.