Robert Sawatzky
Jun 28, 2019

Big brands: look around you, see what challengers are doing

CANNES IN SHORTS: At the launch of PHD's new book, Overthrow II, co-author Malcolm Devoy explains how big established brands ought to react to purpose-driven challengers in their category.

CANNES IN SHORTS: At the launch of PHD's new book, Overthrow II, co-author Malcolm Devoy explains how big established brands ought to react to purpose-driven challengers in their category.

Most large brands are more than aware of the challengers in their categories.  Rarely are they disrupted by surprise.  More often, the mistake made by big brands is that they underestimate or ignore what the challengers represent.  After all, upstart competition can often be bought or crushed if necessary.

But what happens when competitors represent not commercial entities but social movements At the Cannes book launch of PHD and Eatbigfish's new book,...

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