eatbigfish - an overview of our offer 2013

CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT

Consultancy

Speeches

Training

Tools

Books

Strategy

Facilitation

Positioning

Brand Culture

Innovation

AN OVERVIEW


Challenger Brands

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.

eatbigfish is a brand consultancy whose unique focus is Challenger thinking and behaviour. Our expertise is grounded in The Challenger Project - founded in 1998, it is an ongoing study of how Challenger Brands succeed by doing more with less.

There is no such thing as an objective consultant. Everyone brings their prejudices to the table. Ours is a belief in the Challenger approach.


You are looking to grow your business.

Challengers represent some of the fastest growing companies in the world economy.

You are looking for greater differentiation.

The best Challengers bleed differentiation into everything.

You want to create 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 need to define 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.

Why Work With Us?


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 a 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 - brand positioning, strategy, brand culture and innovation.

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 Audi, BBC Worldwide, Charles Schwab, Jim Beam, London 2012, Marriott, Nike, PepsiCo, SAB Miller, and US Cellular to name but a few.

Challenger Consultancy

Workshop programmes include:

• Building a Challenger Lighthouse Identity.

• Explore the range of Challenger Narratives your brand can tell, and map out the implications for your strategy.

• Breaking with your Path Dependency to find unexploited growth opportunities for your business.

• Developing a stretching 5 or 10 year Category Vision (and thinking through the portfolio implications that fall from that vision).

• Challenger Brand Experiences - including new ways to map consumer touch points in service and retail businesses

• Brand Subcultures - nurturing Challengers within multinational, multi-brand organisations.


Our current speeches cover the latest thinking on Challenger strategy, innovation and internal culture. They are populated with case studies drawn from our extensive library of interviews with Challenger Brand leaders and pose inspirational questions to help apply the thinking to your own business.

Subjects include:

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?’

Necessary Piracy

What personal qualities do we see in successful Challengers? A speech that looks at what it takes to be a Challenger yourself.

Speeches

A Beautiful Constraint

Our latest speech, how challengers lean into constraints to drive breakthrough innovation both real and cultural.

Creating a Culture of Innovation

We believe Challengers offer a different perspective on Innovation. This speech brings this distinctive approach to Innovation to life.


How do you bring the Challenger mindset to your business at large and give your team the tools to be Challengers? How do you seek to embed this approach in your team? How can you transcend geographies and cascade the learning?

We have developed training and coaching for some of the world’s largest companies. The content always comes from our Challenger perspective, and be it a learning programme delivered globally over a number of months or an intensive facilitated workshop, the structure of the training is designed according to your specific needs.

Options Include:

• Facilitated ‘train the trainer’ workshop sessions.

• DIY workshop kits to run sessions with your own teams back in the office.

• Inspiration modules (curated online content) and group step by step exercises. Work through the theory and apply Challenger Thinking on your own brands or business issue to embed the learning.

• Personalised introduction to your session from an eatbigfish partner.

Challenger Training & Tools

• Customised Workshop in a Box – your choice of 4 exercises from our library of 12 with bespoke stimulus.

• Online content curated from the Challenger Project which can be used as pre-work or to follow-up to meet your brief.

• Bespoke introductory PPT presentation for you or your facilitators to deliver (including briefing and support).


Our ‘In A Box Workshop’ kits contain all the material needed to run your own one day ideation workshop including 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.

“The toolkit was very easy to use and we were able to run the day smoothly in South Africa.

The techniques in the toolkit made us look at our brands from a different perspective through the use of an excellent framework and engaging stimulus material that incorporates the principles of Challenger Thinking.”

Carolyn Linnell SAB Miller

In a Box Workshops

Available Now:

Brand Viewpoint

Each of the four exercises in the workshop box builds on the fundamentals of your existing positioning to add greater meaning and to define its edges more precisely - to help you add some Challenger bite and purpose to your brand.

Outlooking

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

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.

Outlooking and Inlooking can work in conjunction to create a two day session.


Are you looking for inspirational content to stimulate your team? Thought Starters combine brand insights curated from The Challenger Project with an exercise to apply the thinking to your own business.

Delivered digitally via a password protected website, or as interactive PDF with embedded content, each One hour session consists of short films and brand stories to watch and read, with an exercise worksheet to complete in teams.

Thought Starters are available off the shelf or bespoke. If you would like to run a session with your team, but require a more tailored approach, we can work with you to provide inspirational content for your particular needs. Remote facilitation and coaching is also available.

“[we were]… able to show the video and stimulate the audience into thinking outside of the current frame of reference. We discussed this way of thinking in a plenary way.

The tool was received well and have the feel people are eager to learn more. Looking forward to explore further opportunities in the future and push the envelope on building brands.”

Willem Jan van der HoevenGlobal Brands Director, HEINEKEN International

Thought Starters

Available now (more sessions in production):

Finding Inspiration

Why Challengers need to look outside their category for inspiration in order to create differentiation in the market.

House Media

Learning from brands that use every asset they have to share their message in new and compelling ways.

Word of Mouth

Inspiring examples of brands who use word-of-mouth and compelling storytelling as key tools to connect with people and bring in new consumers.

Customer Wow

The opportunity to create unexpected moments along the Customer Journey of the brand.


Eating the Big Fish – How Challengers Compete with the Market Leader

There are common Challenger practices that work across categories — The 8 Credos.

Mindset is critical — embrace the implications of the gap between ambition and resources.

The little guy who lacks confidence copies the big guy. This won’t work. Challengers can’t compete by being a better version of a leader.

Challengers need a whole new playbook; one with equal rigour, but with some often counter-intuitive ways of framing the opportunity, and boldness in developing the strategy.

Overthrow – 10 Ways to Tell a Challenger Story

It’s time to learn from a new generation of Challengers. This book outlines a more evolved model of what it means to be a challenger today. Published in conjunction with PHD Worldwide.

Books

The Pirate Inside - Being a Challenger within a Corporation

Surely Challenger culture only thrives in entrepreneurial single brand single focus companies?

How do I become a Challenger working within Behemoth Inc?

This book explores the personal qualities required and team dynamics needed for Challenger brands to thrive within multi-brand multi-national corporations.

A Beautiful Constraint – Enabling Possibility in the Age of Constraint

The Challenger approach to innovation and opportunity. How to use your biggest challenges to propel your biggest breakthroughs. Our latest thinking - to be published in 2014


You can explore our offer in more detail at www.eatbigfish.com, or contact us directly at [email protected].

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.

If you want to speak to someone in person you can call our London office on +44 (0)20 7234 9970, or contact one of the partners below.

Contact Us

New York

Chad Dick

[email protected]

+1 203 227 6919

San Francisco

Mark Barden

[email protected]

+1 415 891 8348

London

Teresa Murphy

[email protected]

+44 (0)20 7234 9970

eatbigfish - an overview of our offer 2013

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