Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

In his 2015 book Gamechangers, innovation expert Peter Fisk provides 100 case studies of businesses that have won the game, changed the game or even invented their own games via new strategies and innovations – from global giants to small start-ups. So what makes a game changer?

As people grow accustomed to new levels of convenience, there’s an increasing demand for brands to stamp out the little irritations. Author and thinker Adam Morgan explains how the modern challenger brand finds its footing.

Contemporary consumers increasingly distrust huge 'faceless' companies. Enter the 'challenger brand': a Robin Hood figure who may not offer the biggest or best, but takes care of their customers and thinks outside the box.