To stand out from the noise and step into the limelight, brands need to differentiate themselves meaningfully. Big or small, established or new, many have achieved success by rebelling against conventions and adopting the ‘challenger attitude’.
In this 10th edition of BrainScape, PHD will explore the challenger types from Overthrow II, the book it co-authored with eatbigfish, and draw on the insights and experiences of today’s challenger brands. From the ways individuals and organisations can develop their challenger mindset to their marketing and media behaviours, BrainScape will reveal new ways to grow.
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W Dubai - The PalmW DUBAI - THE PALM, Palm Jumeirah - Dubai - United Arab Emirates
This June, PHD Worldwide and eatbigfish launched a new publication titled ‘Overthrow II’. The book builds on the previous 2012 collaboration, ‘Overthrow – 10 ways to tell a challenger story.’ Overthrow II carries interviews with some of the freshest and most interesting contemporary challenger brand examples around, including Oatly, BrewDog, COPA90, Tony’s Chocolonely and Mailchimp. The 10th edition of BrainScape will draw upon the book’s exploration of the marketing and media behaviour’s of today’s challenger brands.