PHD Overthrow II: What we can learn from challenger brands

Tuesday, October 1, 2019
4:00 PM - 4:30 PM

Challenger brands have carved out niches, disrupted categories and created whole new marketplaces.  In the face of rapid change embracing a challenger mindset is becoming increasingly useful for all kinds of marketers as they shape the destiny of their brands. 

For the recent publication of Overthrow II phd has investigated challenger brands and how they are succeeding at outperforming their competitors.  The result? Insights that all brand leaders can learn from.

This session will provide case studies from around the world and introduce a framework that will help marketers understand their competitive landscape and identify their own challenger mindset.


Matt Devlin
Managing Director, Marketing Science
PHD Media