Adam Morgan: What Tom Ford, Nike, and monsters can teach us about brand building

One More Question

Highlights from the conversation:

Most of my clients didn't embrace collaboration in a deep way, there was shallow collaboration. But that wasn't really about genuine collaboration.

Working with your competitors is going to get you there faster,

Brand owners have misunderstood the degree to which people care or don't care about them

That ambition is too important for me to suppress. I need to step back and reconsider how I'm going to deliver that ambition under that constraint

Constraints seem to spur them on. They're more open to braver design – they have to pop out, they can't fall into that sea of sameness.

It's less about challenging somebody. It's more about challenging something, something in the category, something in contemporary culture.

More about Adam

“Adam Morgan, is the founder of international brand consultancy eatbigfish, the world’s leading expert on Challenger Brands. His latest book “Overthrow II: 10 strategies from a new generation of challengers” is out now.”

Find Adam here:

LinkedIn | Twitter | Website | Books

Show Notes

People:

Professor Lawrence Freedman

Reed Hastings

Tom Ford

Colin Kelly

Companies and organisations:

King’s College London

Nike

General Electric (GE)

Oatly

Ehrenberg-Bass Institute for Marketing Science

Miscellaneous:

Greater Bay Area (China)

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One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.

One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.

Hosted by our founder Ross Drakes.

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