The Next Generation is Scott Keogh, Chief Marketing Office, Audi of America

PHD and eatbigfish have launched their latest book 'Overthrow: 10 ways to tell a challenger story' which defines 10 different types of challenger brands and the approaches they represent. It identifies shining examples of companies that fit into each of these challenger types, with interviews from each, and examines the media implications facing each type of challenger.

The book is available to buy on Amazon and more information can be found here:

This film is courtesy of eatbigfish (

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