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.
And then the ‘challenger’ doesn’t seem quite so David anymore
I like a good brand fight.