On September 3rd 2013, PHD in partnership with Adam Morgan of eatbigfish and the Marketing Academy are presenting the Marketing Academy’s Merlin Lecture, titled ‘Overthrow’.
Anyone interested in making a mark with their brand – and arguably in their career as a marketer – needs to challenge something. But being a challenger brand today is not as simple as the clichéd ‘little brand calling out the big brand’ or ‘turn every category rule on its head’ narrative and behaviour. Over the last decade a new generation of challengers is emerging. ‘Overthrow’ explores an evolved and contemporary model of what it means to be challenger today. In this Merlin Lecture, Adam Morgan of eatbigfish, the definitive challenger experts, and PHD Media, will share the ten most potent challenger approaches. What if we were to identify for each of them what, not whom, they were challenging, and how they were doing it? What if we interviewed ten shining examples, including Zappos, PaddyPower and Airbnb, to get an insight on what it really meant to live in that narrative? What if we could unpack the behavioural implications for each? A blend of lecture and participative workshop, it will offer a framework for re-thinking how your brand can compete, the kind of brand cultures that are flourishing and how you might sharpen your own leadership style. All in the short space of time that is characteristic of any challenger.
To get a feel for some of the content in advance, please click here.
We have up to 20 free tickets to give away to readers of this blog and our Twitter followers. Simply leave a comment on this post by August 12th, Monday, letting us know who you are, your email address and why you’d like to attend, and we will be in touch.