B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • AFL
  • B&T Women in Media
  • NRL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • Anthony Albanese
  • ARN
  • Spotlight on Sponsors
  • Meta
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Rule Breakers’ Rule Book Revealed: Five Commandments Of Challenger Thinking
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Rule Breakers’ Rule Book Revealed: Five Commandments Of Challenger Thinking
Marketing

Rule Breakers’ Rule Book Revealed: Five Commandments Of Challenger Thinking

Staff Writers
Published on: 20th June 2019 at 11:35 PM
Staff Writers
Share
3 Min Read
SHARE

The man who gave us the term ‘challenger brand’ 20 years ago in his first book Eating The Big Fish: How Challenger Brands can compete against Brand Leaders, Adam Morgan, took to the stage with PHD’s EMEA chief strategy officer Malcolm Devoy to launch their new book Overthrow II.

In a half hour presentation, the two looked at, among other things, the five common traits all challenger brands have.

These are:

  1. Effectiveness over efficiency: know the difference between the two or risk economising yourself to oblivion. Effectiveness must ultimately win out.
  2. Attitude over audience: complicated, but you’re better off standing for something and telling everyone rather than trying to target a type of audience.
  3. Creativity over relevance: you need to intrigue people and cut through the noise. Reason rarely works
  4. Technology beneath the surface: people are still wary about brands having too much data and you should use technology for products not your target audience.
  5. Share of distinctiveness not share of voice: stand out of course.

The website gives you loads of details on challenger brands, and best of all includes a fun quizz to help you decide what sort of challenger you are.

Overthrow II explores 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.

Twenty years after the concept of the challenger brand was coined – and seven years after we first visited the challenger narrative in the original Overthrow – 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 their marketing and business community.

Common to many of these challengers is a very simple shift in understanding what a challenger is: not a brand that challenges somebody, but a brand that challenges something; specifically, something they feel needs to change.

And 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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Cannes Lions 2019, PHD
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Ogilvy CEO Sally Kissane To Depart
08/07/2025
Everything You Need To Know About B&T’s Agency Scorecards!
08/07/2025
Agency Scorecard: Atomic 212°
08/07/2025
Agency Scorecard: Leo
08/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?