The Challengers Almanack – Mark Anderson & Friends
Chosen by Nick Plant
Words by Jeff Edis
The Challenger’s Almanack celebrates the ‘Challenger Brand’ concept created by the very clever Adam Morgan in his book Eating The Big Fish.
Since it was first published in 1999, Morgan has established a consultancy to continually develop the study of challenger brands eatbigfish.com
Fast forward to 2014 and we find our featured book of the month, The Challengers Almanack. A book about people with the guts, intelligence determination and business nous, to create a successful business by taking a challenger approach. In it you’ll find stories of how these individuals took on established companies in mature markets and succeeded. Stories like the market researchers who take inspiration from ‘freaks and geeks’, ‘The man getting his town making jeans again’, ‘The paint makers taking on their industry’, ‘The woman rejuvenating the knitwear industry one day at a time‘, ‘The eyewear brand that that’s given away 500,000 pairs of glasses to people in need’ and the cartoonist who consults for the world’s biggest brands.
Eating The Big Fish is definitely in the top five brand and marketing books I have read in my forty plus years in the business. So anything that perpetuates the challenger brand philosophy has got to be a good thing.