Twenty years after the concept of the challenger brand was coined, PHD and eatbigfish define the shift in what makes challengers successful today: not necessarily brands that challenge somebody, but brands that challenge something; something they feel needs to change.

Today, challenger behaviour is not confined to the new or the small. Brands of all sizes – whatever their category, competition, heritage or personality – can benefit from adopting a challenger mindset to drive more ambitious growth.

Hear from the authors of Overthrow II, Adam Morgan (Partner, eatbigfish) and Malcolm Devoy (Chief Strategy Officer, PHD EMEA) on the new rules of challenger thinking and the wave of challengers who are changing the way categories behave to cut through an increasingly noisy, crowded and distracted world.

Overthrow II – 10 strategies from the new wave of challengers is available on Amazon and via