Challenger thinking is a mindset both big and small businesses can use to meet the new wave of challenges in this digitally-connected age, says PHD Malaysia, as they host Overthrow II, an event bringing together speakers and brands that have successfully challenged industry standards.

“There has been a lot of chatter about challenger thinking and disruption – but it isn’t about how big your brand is, it’s a mindset,” said Kiron Kesav, PHD Malaysia’s general manager of strategy and platforms.

“At Overthrow II, we will talk about five or six key principles that can be adopted by any brand according to the state of growth they are in. It’s a definitive guide to challenger thinking.”

The event, held in partnership with global strategic brand consultancy eatbigfish, will also be held in other countries as part of the worldwide launch of a book, titled Overthrow II – 10 strategies from the new wave of challengers.

Co-authored by PHD and Adam Morgan, founder of eatbigfish, the book is a sequel to Overthrow – 10 ways to tell a challenger story, and will feature 10 new challenger strategies that work today.

“Overthrow needed a refresh, because while everyone is talking about challenges and disruption, they are only looking at it from a marketing or advertising and communications point of view.

“It’s time to change the way we think and start looking at issues from all angles – and that’s what the book is about,” said Kesav.

The Malaysian edition of the event will recognise the top five brands, or ‘Challenger Icons’, that have successfully made an impact on the local audience.

“We got a sample size of more than 1,000 people and asked them what brand stands out for them in terms of challenger thinking,” said Kesav. “From that survey, we identified five brands that we would like to honour as our Challenger Icons, and hope that it would inspire more challenger thinking in our industries.”

The original article was authored by Lim May Lee for thestar.com.my.