eatbigfish

How we can help
eatbigfish is a brand consultancy whose unique focus is Challenger thinking and behaviour. Our expertise is grounded in The Challenger Project, our 12+ year study of how Challenger Brands succeed by doing more with less. We act as catalysts rather than consultants, and through our collaborative approach we provide inspiration and frameworks which enable ‘would be’ Challengers to deliver breakthrough solutions for their teams and brand. This document will give you an insight to our core products and the many ways we can help you to adopt a Challenger Brand approach.

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About eatbigfish
We believe that being a Challenger is a state of mind – not a state of market. Challenger thinking is as relevant for a market leader as for a niche player. We believe that Intelligent Naivety – intelligently applied inexperience – has changed the face of most of the categories around us more profoundly than a lifetime of applied category experience. We believe in values and belief based branding. That brands should have a strong point of view. That this internal compass helps drive every decision they make. We believe that Challengers with this clear sense of themselves act like a Lighthouse. They take a stand, on solid foundations, and intensely and consistently project their point of view in everything they do. Encouraging the consumer to ‘navigate’ by them. We believe that if you are not the market leader in the category, you have to be the Thought Leader. We believe that you have far more media at your disposal than you think you do. You are just not recognizing them as media at the moment. We believe that innovation is embedded in a culture, not in a ‘six sigma innovation funnel’. We believe successful brands are idea centred – not consumer centred. That momentum is the currency that sustains a Challenger’s appeal, and that ideas are the fuel of that momentum. And finally, we believe that the Challenger model is the strategic business model of the future.

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Why choose us?
You are looking to grow your business. Challengers represent some of the fastest growing companies in the world economy. We are looking for greater differentiation. The best Challengers bleed differentiation into everything. You do not have alignment across your team. Our facilitated approach is all about creating a solution as a team and a common sense of ownership. You are trying to do more with less. This thought is central to Challenger behaviour. You don’t know what your brand stands for. This is the focus of our defining programme- The Challenger Identity Programme. You are looking for access to innovative thinking. Whether that is through books, speeches, our web activities, training, blogs or our workshops we are committed to sharing our thinking more widely.

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Workshops
Our core business. We take a strategic approach, based on our analysis about how Challengers succeed. Although we offer a number of products tailored to client’s particular needs, they all draw from this central point of view. Our products centre around helping clients who want or need to think like Challengers in some or all of the following areas: • • • • • • • Building a Challenger Lighthouse Identity Insight & Idea Generation Innovation Using Media outside of traditional communication channels to project one’s Identity Developing a stretching 5 or 10 year category vision (and thinking through the portfolio implications that fall from that vision) Brand Experience (including new ways to map consumer touch points in service and retail businesses) Brand Subcultures (nurturing Challengers within multinational, multi-brand organisations)

Our approach utilises facilitated workshop-based programmes developed from our learnings and understanding of Challenger brands and their business. We believe in working with a cross-functional senior management group and their primary business partners to help them arrive at their own solutions. This cross ownership is vital to the project’s success and the programmes have a strong bias to action. The length of the programme depends upon the nature of the task – anything from a one day Ideation workshop to a multi stage Challenger Lighthouse Identity programme which would run over several months. Recent clients we have worked with include Reckitt Benckiser, Unilever, Charlie Bigham’s, Eurostar, BBC Worldwide, PepsiCo, Jim Beam, Hewlett Packard, Ourlark. If you would like any more information on workshops, why don’t you contact us

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In a Box Workshops
We have recently been developing our portfolio to offer virtual Challenger tools. Our ‘In A Box Workshop’ kits contain all the material needed to run your own one day ideation workshop: digital content, printable files and physical stimulus. Each workshop kit contains four of our most tried and tested exercises, with step by step instructions to ensure a successful outcome. We also provide tips on running a productive session, additional digital and physical stimulus to get the creative juices flowing, and voting stickers to help you select the best ideas. You don’t need to have any prior experience and there is no need to have run a workshop before. We designed the kit so anyone could run a session using the step by step guide, however if you’d like a facilitator to guide you through the day we can also help with that. OUTLOOKING In a Box Workshop (Available now) An idea generation session to find insights of opportunity. The exercises in Outlooking ask us to look outside for inspiration – outside of our own category, our consumer and our competition. INLOOKING In a Box Workshop (October 2011) The exercises in Inlooking ask us to look inside – to look at the familiar in fresh ways. To interrogate what we have, but through a magnified lens. (This session can work in conjunction with the Outlooking session.)

If you would like any more information on our In a Box products, why don’t you contact us Or go to the In a Box Website »

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Online training
How do you bring the Challenger mindset to your business at large? How do you seek to embed this approach in your team? How can you transcend geographies? How do you offer something that can fit around people’s hectic work schedules? The ‘fishfood’ online training programmes might be the answer. The Credos With frameworks and exercises borne from our study of Challengers, this series of seven programmes look at the key stages of Challenger strategy and behaviour known as the Challenger Credos. Each programme consists of a series of videos to be watched online - theory, inspirational stories and interviews with Challenger Brand leaders. We then finish with a practical exercise that can be completed individually or as a group, to cement your understanding of the key principles and to generate ideas for your own brand. Innovation This series of three programmes looks at ways Challengers can push the scope of innovation. The first programme outlines the ‘Four Agendas’ that we should be aware of within the consumer landscape, and offers an exercise to map and focus your innovation activity against this model. The second looks at the ‘Customer Journey’ - how Challengers find opportunities for unexpected innovations throughout this experience. The third focuses on ‘Changing Behaviour’ - how we can innovate without changing our product at all… The fishfood online programmes can be completed by individuals or teams, and may be self directed or have guidance and support from eatbigfish. The content is designed to offer inspiration but also learning and tools that can be directly applicable to your own brand.

If you would like any more information on our Online Offer, why don’t you contact us

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Speeches
Want to hear the latest thinking on Challenger Brands? The eatbigfish partners are experienced and highly rated speakers. From keynote speeches to after dinner addresses to small groups, we have spoken at many events in the US, Europe and worldwide. Here are a few of our current speech topics. The Principles of Challenger Thinking and Behaviour If you want to introduce your audience to what it takes to act and think like a Challenger, then this is the speech for you. The 12 Challenger Narratives This speech explores 12 different ways to tell the Challenger story, and poses the question – ‘Which type are you?’ Creating a Culture of Innovation We believe Challengers offer a different perspective on Innovation. This speech brings this distinctive approach to Innovation to life. Necessary Piracy What personal qualities do we see in successful Challengers? A speech that looks at what it takes to be a Challenger yourself.

If you would like any more information on Speeches, why don’t you contact us

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The Challenger Project
Our research into Challenger Brand behaviour is constant and informs and inspires everything we do. In 2010 we launched ‘The Challenger Project’ online, an evolving resource for those who wish to learn from and act like Challengers themselves. To read the latest thinking, watch interviews with key Challenger Brand leaders, delve into the archives, and to join the project please visit www.eatbigfish.com or click on one of the images below.

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Books
Eating The Big Fish; How Challenger Brands Can Compete Against Brand Leaders. Most marketing books are written about brand leaders. But the fact is that the vast majority of brand marketers and business people do not work on brand leaders; they work on brands that are 2nd or 3rd or 4th or less in their market - and are striving to achieve greater and greater returns on these brands with increasingly limited resources. The marketing mantra of “Do More with Less”. This book is about brands, and companies and people that have successfully (and famously) done more with less. So much more that they became, if not the new brand leaders, then a key (and profitable) part of the landscape, and in doing so changed much of the landscape of the category and the competitive brands within it and around them, forever. The Pirate Inside; Building A Challenger Brand Culture Within Yourself And Your Organization. Powerful brands – and particularly powerful Challenger brands – are built by people. Not by proprietary methodologies, or by unique brand frameworks, but by people and their behaviour. In fact, for many of us getting the brand strategy right is the least of it. While we can all come up with smart strategies and creative thinking about how to drive our brand forward, the real issue is this: how do we need to behave in order to really force the implications of that brand thinking through our organisation until it becomes real? When, all too often, the organisation’s systems and structures seem more geared to slowing and diluting, than spurring and galvanising our intent? This book looks at what it takes to be a Constructive Pirate: the personal qualities and behaviours required of an individual to be a successful Challenger, and in particular one that is trying to create breakthrough in a large, relatively conservative organisation.

» Or click here to download either of the book summaries »
If you would like to buy one of our Books, just click here

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Contact Us
You can explore our wider offer at www.eatbigfish.com/our-offer, contact us directly at info@eatbigfish.com, if you want to speak to someone you can call our London office on +44 (0)20 7234 9970, or contact one of the numbers below. Or maybe what you are looking for doesn’t fit neatly into one of the services outlined here? We are a small personal business and we enjoy the challenge of briefs that are a little different. So, if it’s not here, please don’t assume we cannot help. London Teresa Murphy teresa@eatbigfish.com +44 (0)20 7234 9970 New York Chad Dick chad@eatbigfish.com +1 203 227 6919 San Francisco Mark Barden mark@eatbigfish.com +1 415 891 8348 Auckland Kate Smith kate@eatbigfish.com +64 21 338 680

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