Revisiting Challenger Brand Theory with Hugh Derrick of Eat Big Fish

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Hugh Derrick is a long time partner at the Eat Big Fish consultancy in London. We talk about the principles outlined in Adam Morgan's original book and how time and shifts in social behavior have impacted its theories. A great conversation.

Episode metadata supplied by the publisher feed · Published Feb 16, 2026

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Revisiting Challenger Brand Theory with Hugh Derrick of Eat Big Fish

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