Staff Reporters
Mar 25, 2010

Adam Morgan on why smaller budgets lead to better ideas

SHANGHAI - Adam Morgan (pictured), founder of eatbigfish told delegates at the Asian Marketing Effectiveness Festival how to halve their budget, double their targets, and think like a challenger brand.

Adam Morgan founder eatbigfish
Adam Morgan founder eatbigfish
Morgan has run 'The Challenger Project', a study of how challenger brands create more growth with less resource, for over 10 years. In his speech he argued that limited resource is not only no barrier to growth, but fundamental to creative breakthrough for any brand.

Morgan spoke about really thinking about being creative on a limited budget. "Open your eyes to the different types of stories that can be told." he said.

He then moved onto the subject of being a challenger brand. Today, challengers such as method, JetBlue, Nintendo Wii, and Linux successfully compete with much bigger brands in their markets by redefining in their favour the criteria consumers use to make choices. The leaders in any market are never in reality invulnerable; they just seem that way before a smart, focused, challenger brand takes them on.

Morgan used several Asian examples of challenger brands including China Unicom, Li Ning and Mengniu.

Morgan's interest in the subject of challenger brands started early in his career working in the UK and US. In 1997 he launched 'The Challenger Project', a study of how challenger brands create more growth with less resource.

This continually evolving study led to the publication of ‘Eating The Big Fish: How Challenger Brands Can Compete against Brand Leaders’ which has been translated into eight languages. An updated edition of the book was published in February last year.

He currently works with clients including PepsiCo, Eurostar, Guardian Newspapers, Unilever, Channel 4 and Lexus in running workshops to develop and maximise their position as challenger brands in the marketplace.

Related Articles

Just Published

1 day ago

K-pop group SuperM debut Prudential-sponsored ...

Insurance firm struck a partnership with the South Korean supergroup earlier this year to collaborate on wellness-oriented campaigns and activations.

2 days ago

Brands see Chinese seniors becoming active digital ...

Latest Wavemaker report on China's "silver economy" finds a rise in smart products and digital campaigns are connecting with older generations.

2 days ago

Hakuhodo drives on through the storm

AGENCY REPORT CARD: Despite facing severe challenges from a drop in client spend, Hakuhodo forged on with workplace reforms and stronger investments in community, sustainability and innovation.

2 days ago

Crash Course: How to avoid greenwashing

To mark Earth Month, we bring you five tips on how to communicate with consumers about sustainability in an authentic way, and to protect your brand from being accused of greenwashing.