‘There was no investor deck, no robust five-year plan but there was a bar’: Mark Barden on the beginnings of eatbigfish
‘The biggest danger is to imagine that everything you’ve done in the past will be right for the future’: Google UK’s Graham Bednash
‘Without conflict, there is no good story’: Wendy’s Kurt Kane on challenger strategy
Watch the Overthrow II trailer
‘Challenger thinking is how brands drive growth’: Peter Field on 20 years of challenger brands
A good story needs a hero, a conflict and a monster
The legendary adman who designed the eatbigfish logo
Eat Grub's Neil Whippey: ‘Changing people’s perceptions of insects is true innovation’
10 types of challenger brand strategy
How to use Overthrow II to identify and tell your challenger story
How Lemonade use transparency to challenge a broken system
Overthrow II: 10 strategies from the new wave of challengers
Who Gives A Crap founder Simon Griffiths on using irreverence to challenge a boring industry
‘A brand for the local community’: Andrea Quaye, VP Marketing, Africa AB InBev
‘Shoot first, aim later’: James Watt, co-founder of Brewdog
‘We’re a yellow banana in a sea of blue’: Tom Klein, Mailchimp CMO
For all of us: Alexandra Waldman and Polina Veksler, co-founders of Universal Standard
‘Fair and not so square’: Pascal van Ham, Head of Marketing at Tony’s Chocolonely
‘We stand against the consumption of resources’: Mark Adams, Managing Director, Vitsœ
‘The most important constituents in this game are the fans’: Tom Thirlwall, COPA90’s CEO
