Hugh Derrick
Partner at the Eat Big Fish consultancy in London, experienced in challenger brand strategy and collaborator with Adam Morgan on developing challenger principles and their contemporary application.
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Feb 16, 2026 • 41min
Revisiting Challenger Brand Theory with Hugh Derrick of Eat Big Fish
Hugh Derrick, partner at Eat Big Fish and longtime challenger brand strategist, revisits Adam Morgan’s challenger principles. He discusses how challenger thinking must live across organizations. He contrasts challenger vs disruptor, explores modern battlegrounds like content and commerce, and explains how to embed conviction and a guiding 'lighthouse' identity in bigger firms.
