Adam Morgan, author of the recently released second edition of “Eating the Big Fish,” joins The Brand Show to address how Dyson made vacuums sexy, Vitamin Water changed the definition of water and what your brand can do to outlast the competition. With the original release of “Eating the Big Fish” in 1999, Morgan provides insight into ten years of brand evolution and what it will take for brands to thrive in today's world where consumers speak louder than ever before.
How will your brand to evolve from “challenger” to “category leader?” Morgan and the Two West crew aim to answer just that by exploring how brands like Absolut and Oakley tipped from challenger to leader in 10 short years.
Join The Brand Show as we explore questions every transforming brand seeks to answer:
1) How can a brand sustain growth over the next decade?
3) In this changing market environment, what is the new road map to marketing success?
4) How can challenger and leader brands proactively address the growing voice of the consumer?
After the show, join our LinkedIn Group for more talk about “challenger brands.” What challenger brands do you think have elevated to category leaders in the last decade? What one-time leaders now struggle to hold their thrown? And, what challengers are poised to usurp their position?
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