{"id":20957,"date":"2019-09-25T11:42:51","date_gmt":"2019-09-25T10:42:51","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/mena\/?p=20957"},"modified":"2020-01-16T07:50:24","modified_gmt":"2020-01-16T07:50:24","slug":"phd-to-break-the-rules-at-its-tenth-brainscape-conference","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/mena\/phd-to-break-the-rules-at-its-tenth-brainscape-conference\/","title":{"rendered":"PHD to break the rules at its tenth BrainScape conference"},"content":{"rendered":"\n

Media network to explore how challenger brands
\nredefine their culture, product and category to grow <\/em><\/p>\n\n\n\n

PHD UAE will mark the 10th<\/sup> anniversary of BrainScape, its annual thought-leadership event, with a focus on the new wave of \u2018challenger\u2019 brands. \u201cCHALLENGER: Rebel, Rethink and Reign\u201d will take place on October 30 at W Dubai the Palm, featuring an exceptional line-up of international challenger brands and thinkers. The program will define and illustrate how challenger brands operate to motivate businesses large and small to embrace their mindset.<\/p>\n\n\n\n

As new\nforms of competition surface on a regular basis, companies need to become much\nmore agile, something challenger brands are particularly skilled at. Since the\n\u2018challenger brand\u2019 concept was coined over 20 years ago, there has been a\ndramatic shift in the way they operate, position themselves and explore outside\nof their category. Instead of challenging somebody, like a competitor, they\nchallenge something, for example something they feel needs to change.<\/p>\n\n\n\n

This new\nbreed of challenger brands is also the subject of a new book, Overthrow II<\/em>, authored by PHD and\neatbigfish. Overthrow II<\/em> carries\ninterviews with some of the freshest and most interesting contemporary\nchallenger brand examples around and provides explanations of 10 differing\nchallenger types. Some of these types will be analysed and brought to life on\nstage by Ronny Gottschlich<\/strong>, former\nCEO of Lidl UK and founder of Heunadel Retail Advisory, Muatasam Au-Alaqi<\/strong>, co-founder of travel start-up Nomu Hub, and Natasha Ritz<\/strong>, former brand lead of LUSH\nand current Head of Comms of Parcelpoint and ARNA. <\/p>\n\n\n\n

The program will offer insights and advice on how to behave and live more \u2018challenger\u2019, as a business but also as an individual, using neurobiological behaviours and techniques. Dawn Metcalfe<\/strong>, International executive coach, facilitator and author, will enable the audience to reset their thinking, from the rigid, creature of habit to the mindset of conquers and challengers. Alessandro Lanteri<\/strong>, HULT International Business professor, TEDx speaker and author, will consider how to create and lead a challenger organization. He will be answering the questions surrounding building a challenger culture and its importance. Malcolm Devoy<\/strong>, PHD EMEA\u2019s chief strategy officer, will open the rulebreaker\u2019s rulebook and reveals its secrets: the five commandments of challenger thinking. He will particularly focus on the marketing and media behaviours of today\u2019s challenger brands and demonstrate anyone can be a successful challenger. <\/p>\n\n\n\n

\u201cIn a\nworld populated by endless empty noise, brands and individuals need to be more\nmeaningful and impactful,\u201d states Luca Allam, Managing director of PHD UAE.\n\u201cAdopting a challenger mentality has never been more vital for differentiation,\neffectiveness and success.\u201d<\/p>\n\n\n\n

The\n2019 edition of PHD BrainScape is produced in association with MMP Worldwide,\nthe premium programmatic advertising marketplace enabling leading publishers\nand premium brands to better monetize their digital advertising inventory. <\/p>\n\n\n\n

Should you\nnot be able to attend the conference, BrainScape will be live streamed on PHD\u2019s\nglobal LinkedIn page, @PHD.<\/p>\n\n\n\n

To find\nout more visit, https:\/\/brainscape.phdmedia.com\/2019<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Media network to explore how challenger brands redefine their culture, product and category to grow PHD UAE will mark the 10th anniversary of BrainScape, its annual thought-leadership event, with a focus on the new wave of \u2018challenger\u2019 brands. \u201cCHALLENGER: Rebel, Rethink and Reign\u201d will take place on October 30 at W Dubai the Palm, featuring […]<\/p>\n","protected":false},"author":100069,"featured_media":21117,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[508,493,504],"tags":[],"class_list":["post-20957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-challenger-brands-global","category-news","category-phd-in-the-press"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/posts\/20957","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/users\/100069"}],"replies":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/comments?post=20957"}],"version-history":[{"count":0,"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/posts\/20957\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/media\/21117"}],"wp:attachment":[{"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/media?parent=20957"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/categories?post=20957"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.phdmedia.com\/mena\/wp-json\/wp\/v2\/tags?post=20957"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}