Twenty years after the concept of the challenger brand was coined, a new wave of challengers has been changing the way the categories around us think and behave. Financed by a new type of investor, harnessing emerging structural changes and new ways to build relationships with their consumers. They have generated enormous energy and excitement in their community.
In the podcast series, a spin-off from our ‘Overthrow II – 10 strategies from the new wave of challengers’ publication, you will hear from people across PHD and eatbigfish, with a selection of brand guests. They will draw on experiences and discuss how a challenger mindset can help give a clear focus. While sharing what aspects of a challenger mindset are going to be important to thrive.
You can listen where ever you get your podcasts. 
Episode #1 – The Changing Landscape for Challenger Brands
Featuring;
- Adam Morgan, Founder of eatbigfish
- Malcolm Devoy, Chief Strategy Officer – PHD Worldwide
Adam and Malcolm join forces to introduce the podcast ‘Overthrow II – 10 strategies from the new wave of challengers’. Discussing how the media landscape has changed for brands. What this means for category behaviours, and where the opportunities are to build brand value through creativity and challenger thinking.
Episode #2 – How does a brand reclaim its challenger status?
Featuring;
- Adam Morgan, Founder of eatbigfish
- Kerry Chilvers, Brand Director – Direct Line
- Hugh Cameron, Chairman – PHD UK
Adam, Kerry and Hugh discuss how a brand that has lost its challenger edge in a changing category can revitalise its challenger status and brand proposition.
Episode #3 – The rise of cause capital
Featuring;
- Adam Morgan, Founder of eatbigfish
- Ernesto Schmitt, Co-Founder of The Craftory
- Rohan Tambyrajah, Chief Strategy Officer – PHD Global Business
Adam, Ernesto and Rohan Tambyrajah talk venture capitalists, investment in challenger brands and the common characteristics of a challenger.
Episode #4 – Challenger thinking for legacy brands
Featuring;
- Adam Morgan, Founder of eatbigfish
- Daniel Ordóñez, Senior VP & Chief Growth Offcier – Danone
- Avin Narasimhan, Head of Communications Planning – PHD US
Adam, Daniel Ordóñez and Avin come together to discuss what a challenger mindset means for legacy brands and why challenger thinking isn’t necessarily about being small or new.
Episode #5 – Building a challenger mindset in a large organisation
Featuring;
- Adam Morgan, Founder of eatbigfish
- Lisa Kirkbright, Communications Manager – Skoda UK
- David White, Strategy Director – PHD UK
Adam, Lisa and David discuss challenging gender inequality in the world of cycling and what we can learn about being a challenger in a large organisation.
Learn more about Overthrow 2 by visiting www.overthrow2.com
The podcast was produced by PHD and eatbigfish and published in partnership with The Drum.
