Brands, Marketing, Strategy

A challenger mentality – not just for the little guys

Will wrote a great post a few weeks back that amongst other things highlighted how Adam Morgan’s challenger theory from his book, Eating the Big Fish, is largely misunderstood. This week has shown that you don’t have to be the little guy to be a challenger, it’s all in your mentality and the way you behave – my case in point? Microsoft. It’s about time, but this week has seen them get some balls.

1 – Microsoft Office moves online

2 – Microsoft plan on opening retail stores nest to Apple

3 – Microsoft is voted UK’s number one consumer brand

4 – Bill Gates is producing some fighting talk

And then the ‘challenger’ doesn’t seem quite so David anymore

1 – Apple responds to Microsoft ads with legal action

2 – Apple blocks Palm Pre’s iTunes synchronisation

I like a good brand fight.