Adam Morgan

Founder & Partner of eatbigfish


Adam Morgan is the highly respected author of ‘Eating The Big Fish: How Challenger Brands can
compete against Brand Leaders’, a seminal work in the world of branding. It not only popularised the term ‘challenger brand’, but outlined a process for doing more with less whose principles have been widely praised and much imitated around the world.
Understanding that Challenger is a state of Mind (not a state of Market) Adam works with
businesses of all sizes using eatbigfish’s unique and seminal ways of thinking about both the
development of distinctive brands but also the cultural conditions necessary to support them,
reshaping how many large corporations have thought about structuring their businesses for success.
His ideas will challenge your habits and the formulas of the past, provide new ways to think about
insight, sources of growth, and sources of meaning for modern businesses and the people who run them.


High risk, high reward; disruptor brands have been paving the way in reaching new audiences. Smart technology, lower prices, new conventions - they can leave some legacy brands struggling to fight back. But what can we learn from them?


The Campaign Brand Forum puts 6 disruptors under the spotlight to reveal new growth strategies around social commerce, data, content and creativity.  Sharing practical tips and new thinking, their insights can be applied to accelerate your own marketing strategy. 


Not all brands can change the world, but all brands can embrace the creativity and effectiveness of the disruptors.

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