I believe brands should pick a fight. Brands, whatever their life-stage, live or die by their ability to exert influence but it’s a harder task today. Supply outstrips demand and a more empowered consumer influences the fortunes of the modern brand. Yet, too many brands employ tactics which encourage indifference. Fighting’s energy is the perfect antidote where neither brand nor consumer can remain impassive. I will present a new “Fighting” model that rises to the challenge.