What is Overthrow?

Overthrow II explores the 10 different challenger strategies, or narratives, used most powerfully today, each of them embodied in interviews with incisive leaders who have used them to break through in their market. We look at the strategic principles that each follows, the media behaviours they practise, and the part that today’s big themes like technology, data, culture and creativity play.

The book is a provocative and practical guide to focusing on what really matters: the narrative you need to be a compelling challenger brand in an increasingly noisy, crowded and distracted world.

Read more

Pre-order Overthrow II

Brands of all sizes can benefit from challenging the norm. Get started by pre-ordering your copy of the rule breakers’ rule book.

Are you in the know?

Enter your email address to sign up and receive updates

Want to find out more?

We can work with you to help you find your brand’s challenger type.
Get in touch to find out more about our one day workshops and processes.

* indicates required




Please select all the ways you would like to hear from PHD:

You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.