Challenger thinking has become increasingly important to a broad range of brands-whether they are legacy brands or scrappy start-ups. That's not surprising when you consider that in US packaged goods alone, challenger brands secured $22bn of value from bigger brands over a five-year period.But what's the secret recipe to success? This session has Adam Morgan, world expert on challenger thinking, sharing insights from those disrupting the status quo, with Malcolm Devoy, chief strategy officer for PHD EMEA, on the five commonalities in marketing and media behaviours they seem to use.Cast: PHD Worldwide
