The Challenger Brand Consultancy offers various workshops and programs to help companies develop challenger brand identities and strategies. Their flagship program is the Challenger Lighthouse Identity Programme, a multi-stage workshop over 12-16 weeks that helps companies create a distinctive positioning and long-term vision. They also offer Pirate School to foster a challenger mindset through activities like reenacting pirate battles. Additional workshops explore challenger narratives, category opportunities, and training to embed challenger thinking throughout organizations.

1. CHALLENGER BRAND CONSULTANCY
Strategy
Facilitation
Positioning
Brand Culture
Innovation
WORKSHOPS

2. CHALLENGER BRAND CONSULTANCY
The Challenger Lighthouse Identity Programme is what we are best
known for, based on the strategic idea of a brand lighthouse identity as
outlined in Eating The Big Fish. This multi-stage workshop programme
is genuinely cross-functional in nature and results in a distinctive
positioning and vision for your business.
Challenger Brands project what they believe like a Lighthouse so you
notice them, even if you are not looking for them.
• Based on a strong belief system.
• Anchored on a product rock or compelling truth about their offer.
• Projected insistently and consistently in everything they do and all
aspects of the business.
• Inviting consumers to navigate by them to drive strong preference
and loyalty.
“We were looking for a challenger identity to infuse all our actions and to be
that North Star, the pole star, the guiding point for everything we do. The TV
creative, perhaps, was just one aspect of it.
What we were able to do was take a look at our pricing practices, take a look
at our product development pipeline, new hire introductions, even investor
presentations, and infuse all of those with the work from the lighthouse identity
project. So having this piece of work has been just fantastic, it’s been a great
foundation for us.”
Julian King, VP Marketing and Corporate Development - Xoom
The Challenger Lighthouse
Identity Programme
How does it work?
The Challenger Lighthouse Identity Programme is an intense facilitated
process run over a 12 to 16 week timeframe with a cross functional team
(including agency partners).
With strategy and execution running together, the deliverables for the
programme are both tangible and intangible. At the end of the process
you will have created a 3 to 5 year vision for your business, illustrative
executional ideas to accompany it, and a sense of ownership and
alignment across your team.

3. CHALLENGER BRAND CONSULTANCY
Piracy is an analogy for following a different set of rules than those set
out by ‘The Navy’. Pirate School introduces us to the personal qualities
and cultural conditions required for challengers to succeed - behaviours
which are every bit as important as the challenger strategy itself.
In order to nurture a challenger culture it is necessary to explicitly bind
a team together with a different kind of culture code - The Articles.
How does it work?
• A 1 or 2 day event to launch a shift in mindset and method.
• The elements of a challenger pirate culture are introduced and
compared to a ‘navy style’ culture.
• Includes the opportunity to reenact a famous pirate battle as a fun,
interactive way to dramatise challenger behavior and attitudes to
risk.
• Create our own set of Articles to define explicitly what kinds of
behavior we need to value to have more market impact.
“Our three day programme focuses very strongly on what our brand teams
need to do in order to develop and get agreement for their brand plans; the
Pirate Battle session is an excellent element which focuses on how they do it.
It is particularly relevant to our participants who operate in a highly complex,
bureaucratic environment.”
Irene Donaldson, Organisational Capability Lead - Nestle
Pirate School

4. CHALLENGER BRAND CONSULTANCY
Often, internal beliefs and processes are intended to act like a speedboat
but end up being nothing more than a life raft. We want to find a new
path to follow. Not the one that we find safe and comfortable, but one
that really challenges. If we were to disrupt our paths and process,
which questions would we want to ask and how would they help?
This workshop is designed to help your business to break from the path
that you have set yourselves to achieve step change growth, to be the
catalyst that will give you the confidence to venture into the unknown.
How does it work?
• Hidden Potential is a multi workshop process delivered over a 12 to
16 week period with a senior management team.
• We undertake a Path Dependency Analysis of the organisation to
unearth evidence of the instinctive bias of the organisation and
generate vital proof of how hard it may be to instil change.
• Through a workshop process we help the team break with their
immediate past and apply the principles of Intelligent Naivety to
generate and explore new growth opportunities.
Hidden Potential
“One of the big strengths of the eatbigfish process is the fact that it’s highly
collaborative, so you really can engage multiple people, both across the agencies,
and internally. When you need to get a lot of people engaged behind a future
path of growth… getting different people internally, from different functions
and agencies all together in a collaborative process really helped with that.
The second thing that really helped was the belief that strategies and ideas can
run in parallel, and actually, you need them together, because they inform each
other. And I found that incredibly valuable, because it meant that we could shape
the output, and make sure that what we were creating was really workable.”
Miranda Sambles, Marketing Director – Walkers

5. CHALLENGER BRAND CONSULTANCY
The challenger’s strategic canvas permits a much wider choice of
potential stances than the narrative of ‘irreverent little player vs.
monolithic and unscrupulous bigger player’, which is what the cliché
seems to be.
Marketers and agencies need to understand a broader challenger
canvas, based on a deeper insight into the different kinds of challenger
narratives that are currently succeeding across the globe.
This new workshop helps you explore the range of challenger stories
your brand can tell, and maps out the implications for your strategy.
How does it work?
• A two workshop process over a 6 week period with a cross functional
team.
• Understand the new model for challenger brands through
application.
• Identify the dominant narrative within your category.
• The workshop will help you to explore a number of different
narratives for your own brand, revealing areas of opportunity.
• Cement and build upon your positioning by playing out the
implications for every aspect of the marketing mix.
“As a challenger brand ourselves, we have long been a fan of the work done
in this area by Adam Morgan and eatbigfish. It’s great to be partnering on
the launch of ”Overthrow, 10 Ways to Tell a Challenger Story”, which offers
marketers the chance to explore a new model. I’d say that PHD is a Visionary
with a splash of Real & Human Challenger”.
Mike Cooper, CEO - PHD Worldwide
Writing Your Challenger
Narrative

6. CHALLENGER BRAND CONSULTANCY
Looking for new growth in a category?
Trying to create distinct offers for individual brands in a portfolio?
Constrained by the traditional view of your market?
Our Category Visioning programme paints a much broader canvas of
opportunity.
How does it work?
• A two-day workshop with a cross functional team, agency partners
and intelligently naïve participants.
• Map the current landscape of the category and apply challenger
thinking through a series of exercises to identify areas of white
space and opportunity.
• Pulsing uses a new lens through which to see the experience
business, helping challengers reframe the playing field to their own
advantage.
• Outlooking & Inlooking enable a group to see what might be
possible for their brand when they view things through a completely
different lens.
“eatbigfish has a successful history of projects with PepsiCo beverages. The
quality of the team is world-class, and their commitment is second to none.
Most recently, they worked with us in the most critical phase of a year-long
project that was both very sensitive and very difficult to crack : they have
helped us create some breakthrough thinking that reframed our view of the
problem and delivered great solutions.
While the process was really well managed, the output – both in terms of
thinking and concepts ready for test – has been outstanding.”
Francois Bazini, Senior Director, Global Innovation - PepsiCo
Category Visioning

7. CHALLENGER BRAND CONSULTANCY
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?
We have developed training and coaching for some of the world’s largest
companies. The nature of the session always comes from our challenger
perspective but it is designed according to your specific needs.
How does it work? Options include:
• A speech to kick off the training and inspire the team (either in
person or virtually).
• Facilitated ‘train the trainer’ sessions.
• DIY workshop kits to run sessions with your own teams back in the
office.
• Inspiration modules (curated online content).
• Work through theory and complete practical exercises to apply
challenger thinking on your own brands to embed the learning.
“We organised a five day training course with eatbigfish to help take our
Cadbury chocolate innovation department to the next level of performance.
The multi cultural innovation team were highly energised by the course,
describing it as ‘outstanding’ and ‘game changing’. We have already seen an
impact on the output of the team and the overall department spirit as a result
of the course”
Sarah Barron, Global Innovation Director - Cadbury
Challenger Training
& Capabilities

8. CHALLENGER BRAND CONSULTANCY
You can explore our offer in more detail at www.eatbigfish.com or contact us
directly at hello@eatbigfish.com.
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
chad@eatbigfish.com
+1 203 227 6919
San Francisco
Mark Barden
mark@eatbigfish.com
+1 415 891 8348
London
Teresa Murphy
teresa@eatbigfish.com
+44 (0)20 7234 9970