Adam Morgan
ISBN: 0-470-86082-0
Cloth
348 pages
July 2004
Adam Morgan believes that most marketing books fall into one of two camps: either they are about founders/turnaround kings or they assume that brands can be managed by process alone.
This book differs in that he puts forward the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger brands do not rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand idea turns to magic or falls to dust. The book as three main strands:
- What does it take to be the driver or guardian of a successful Challenger or Lighthouse brand, not as founder, but as one of the people that is touching and driving it forward every day?
- Over and above marketing, innovation, advertising or retail strategy, what are the demands made on ones personal abilities and character?
- What are the demands made on the culture of the company in order to drive a Challenger Brand?
If the first two questions are considered and answered, is it possible for a big, multi-brand company to create Challenger micro-climates within their companies? What are the benefits of doing so, and how should they go about it?