Fight The Average is awarded "The Marketing Book of The Year"

This still feels a bit unreal to write, but here we are.

Fight The Average has been awarded Marketing Book of the Year.

By BAM. By the marketing community. By thousands of professionals who took the time to vote. When we started writing Fight The Average, winning awards was never the goal. The book came from frustration. Frustration with how brands are starting to look, sound and feel the same. With how safety and algorithms are slowly replacing creativity. With how “good enough” somehow became the benchmark.

This book was written from the gut. From experience. From concepts we built ourselves. From brand journeys with companies that felt stuck. From hotels, brands and entrepreneurs who chose courage and were rewarded for it. Fight The Average is not a theory book. It’s a manifesto. A wake-up call. An invitation to take a clear position again.

That this book is now recognised by BAM feels like validation of that approach. Of the UnAverage Framework. Of the belief that brands don’t need to shout, they need to be felt. That winning isn’t about doing more, but about making sharper choices. And that identity is not a layer of paint, but a foundation.

This year we stood among eleven strong titles. Each a BAM Marketing Book of the Month. Each written by people pushing marketing forward. That Fight The Average is chosen as the winner is a huge honour.

But above all: thank you. To everyone who bought the book.To everyone who put the frameworks to work. To everyone who downloaded, highlighted, shared, or sent us a message saying “this hit home”.

The book is alive. And that was always the goal. We’ll keep doing what we do. Helping brands choose. Sharpening identity. Challenging the average. And occasionally saying the thing that needs to be said.

Thank you, BAM.Thank you, marketing community.And to everyone who feels that average is not an option: this one’s for you.

Fight the average.