PHD launches rule breakers’ rule book

PHD Malaysia launched its latest thought‐leadership publication “Overthrow II” at an event for its clients and partners in Kuala Lumpur on Sept 24.

The conference drew an audience of 150 delegates from the marketing industry. Drawing on the insights and experiences of today’s challengers disrupting the status quo, Overthrow II identifies 10 different challenger types including Real & Human, Feisty Underdog, Local Hero, Next Generation, and Dramatic Disruptor.

The new book carries interviews with some of the freshest and most interesting contemporary examples, including Oatly, BrewDog, COPA90, Tony’s Chocolonely, Mailchimp and Xiaomi, and looks at the strategic principles that each follows, the media behaviours they practice and draws conclusions about what these challenger types have in common when it comes to marketing behaviour.

By theSundaily, 27 September 2019