The Evolution Of The Challenger Brand: AANA Marketing Dividends

The Evolution Of The Challenger Brand: AANA Marketing Dividends
SHARE
THIS



AANA presents the latest episode of Marketing Dividends featuring Adam Morgan, founder of international strategic brand consultancy, eatbigfish, who discussed the evolution of challenger brands and changing behaviour to adapt to today’s market. This was a follow up interview after his key note at AANA RESET.

Morgan penned the book, Eating The Big Fish, in 1999, to examine how brand challengers take on brand leaders, and cause market disruption by challenging conventions.

“The book was written ahead of the digital revolution so the world has changed. It is now much easier for a challenger to find and engage with its customers. People are also realising that as a business, being a challenger is about what you’re challenging, not who.

“In 1999 it was Adidas versus Nike, or Virgin versus British Airways. Now, it’s Airbnb challenging the conventions of a hospitality business or Spotify challenging ownership of music and finding we don’t need to own music to enjoy it.

“If you’d have asked clients in 1999 who they wanted to be they would’ve said, ‘I want to be the Virgin of this category,’ meaning, ‘I want the image disruption that Virgin brings.’ If you ask clients now, they say, ‘I want to be the Uber of this category,’ meaning they want the product disruption that Uber brings. That’s the new code – understanding that you have to change to stay the same,” Morgan said.

Morgan moved on to discuss how limitations can become opportunities, or what he calls “a beautiful constraint.” He references how Virgin America launched in the US against Southwest Airlines, with a limited budget, by turning the interior of an aircraft into a Victoria Secret catwalk.

“They wanted to put glamour back into the sky. They had mood lighting in the cabin that makes people feel cool. But because they didn’t have the marketing budget to show it, they needed somebody else to take pictures of it and show it, so they put a fashion show in the middle of the cabin that made the media want to show pictures.

“This is a great example of taking what should have been a limitation and turning it into something that made them even cooler, because they’re being creative.”

Morgan touched on the concept of working to constraints to maximise outcomes, regardless of the size of the business.

“You need a high degree of motivation that makes you want to do it and that creates the persistence and tenacity. You have to get others to believe that it’s possible by surrounding them with examples of other people that are doing it. And you have to create just enough process and just enough strategy to get them from A to B.

“Look at Google. Coming from an engineering background, they understand the importance of constraints, so put very small teams together for very short amounts of time because they believe that those constraints make things better. It’s not about big or small – it goes back to being a challenger, it’s about the mindset,” Morgan said.

This episode was jointly hosted by James Hier, CEO MEC and James Daggar-Nickson, Business Editor and Business Channel Manager SKY NEWS BUSINESS. The full episode, in addition to previous episodes, is available on AANA’s YouTube Channel.

Please login with linkedin to comment

eatbigfish Queen ZenithOptimedia

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]