Influx

Part 2 of the interview with Adam Morgan author of Eating the Big Fish (2nd edition.)3. How many of the challenger brands you first wrote about have survived- what have been the notable failures and do you have any reasons why? A number of the challengers I wrote about in the first edition...

Adam Morgan's "Eating The Big Fish-How Challenger Brands Can Compete Against Brand Leaders" is one book that every planner has in their library, a truly classic brand manual that's full of real life examples based on exhaustive research, in addition to great models and frameworks. The book is now...

I am now here in the surprisingly humid San Diego for the AAAA's annual planning smoozefest with 800 planners- including 11 from Google and 29 from TBWA Chiat Day LA. There were things to look forward to today, like the baseball game I was supposed to attend with Gareth Kay, Mark Lewis, Mark Earls...