Topic: Challenger brands. Adam Morgan discusses his life journey, the creation and development of the eatbigfish consultancy, the concepts of Challenger Brand and Lighthouse Identity, the notion of intelligent naivety, the history of the mother of all challenger brands (Avis), current examples of challenger brands, the marketing strategies that challenger brands should adopt to succeed, the ways for leading brands to think as challengers, and the launch of an online cultural diagnostic and development tool.