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

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 themThat 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 constraintConstraints 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 NotesPeople:Professor Lawrence FreedmanReed HastingsTom FordColin Kelly Companies and organisations:King’s College LondonNikeGeneral Electric (GE)OatlyEhrenberg-Bass Institute for Marketing Science Miscellaneous:Greater Bay Area (China) How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.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.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com#welovenicework #branding #communication #purposedriven #creativity #brand innovation To listen to previous episodes go to https://nwrk.co/omq.If you enjoyed this episode, please leave a review and share it with your friends.