Author, International Brand Consultant
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.
After graduating from the University of Oxford in 1982, Morgan’s early career was spent in the United Kingdom and the United States, working for renowned advertising agencies such as Boase Massimi Pollitt (now DDB London), Still Price Lintas and TBWA Chiat/Day. He spent 14 years in branding and advertising, focusing on strategy development and producing creative content for some of the world's most iconic brands.
It was here that Morgan’s interest in Challenger Brands was piqued. His increasing curiosity of the subject led to the publication of ‘Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders’, which has been published in two editions, translated into eight languages and has sold over 60 000 copies worldwide. His work not only coined the phrase ‘Challenger Brand’, but outlined a process for doing more with less, principles that have been widely praised and imitated around the world.
His study of Challenger Brands evolved into the creation of ‘The Challenger Project’ in 1997, a research project into how Challenger Brands succeed across various sectors. In April 1999, he founded the renowned brand consultancy ‘eatbigfish’.
‘eatbigfish’ adopts a workshop-based approach, consulting on the overall brand development cycle. The aim of the consultancy is to increase the effectiveness and reach of work in brand behaviour and thinking. Clients access tools and frameworks used in these workshops through online programmes and in do-it-yourself kits that can be implemented and managed independently.
Morgan and his small team of four partners have a diverse range of skills and backgrounds and are personally involved in all projects. Their unique expertise have been honed through continuous researching and working with businesses who are, or want to be, Challenger Brands.
The consultancy has created entirely new ways of thinking about both the development of distinctive brands, and also the cultural conditions necessary to support them. Morgan’s thinking has reshaped how many large corporations approach the structure of their businesses to achieve greater branding success. According to Morgan, “we do not view ourselves as traditional consultants, but rather as catalysts that help clients reach their own solutions”.
His second book, published in 2004, was entitled ‘The Pirate Inside: Building a Challenger Brand Culture within Yourself and your Organisation’, and explored the personal qualities and behaviour required of a Challenger individual within a large organisation. His most recent publication ‘Overthrow: Ten Ways to Tell a Challenger Story’, released in June 2012, explores a new generation of Challenger Brands.
Morgan currently divides his time between working closely with clients such as PepsiCo, Audi and Visa to develop and maximise their position as Challenger Brands, and writing his latest book on the subject of innovation – ‘A Beautiful Constraint’. He is also an active blogger and contributes articles to the ‘Challenger Project’ on brand positioning, strategy, innovation, culture and idea generation.