Adam Morgan on why smaller budgets lead to better ideas

Morgan has run 'The Challenger Project', a study of how challenger brands create more growth with less resource, for over 10 years. In his speech he argued that limited resource is not only no barrier to growth, but fundamental to creative breakthrough for any brand.

Morgan spoke about really thinking about being creative on a limited budget. "Open your eyes to the different types of stories that can be told." he said.

He then moved onto the subject of being a challenger brand. Today, challengers such as method, JetBlue, Nintendo Wii, and Linux successfully compete with much bigger brands in their markets by redefining in their favour the criteria consumers use to make choices. The leaders in any market are never in reality invulnerable; they just seem that way before a smart, focused, challenger brand takes them on.

Morgan used several Asian examples of challenger brands including China Unicom, Li Ning and Mengniu.

Morgan's interest in the subject of challenger brands started early in his career working in the UK and US. In 1997 he launched 'The Challenger Project', a study of how challenger brands create more growth with less resource.

This continually evolving study led to the publication of ‘Eating The Big Fish: How Challenger Brands Can Compete against Brand Leaders’ which has been translated into eight languages. An updated edition of the book was published in February last year.

He currently works with clients including PepsiCo, Eurostar, Guardian Newspapers, Unilever, Channel 4 and Lexus in running workshops to develop and maximise their position as challenger brands in the marketplace.