How does it work?

• A speech to kick off the subject and inspire the team (either in person or virtually)

• 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.

“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, Cadbury

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How does it work?

• Hidden Potential is a multi workshop process delivered over a 12/16 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

“The problem is never how to get new, innovative thoughts into your mind , but how to get the old ones out. Every mind is a room packed with archaic furniture. You must get rid of the old furniture of what you know, think, and believe before anything new can get in.”

Dee Hock, Founder of Visa

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How does it work?

• A two-day workshop with a cross functional team, agency partners and intelligently naïve participants

• Mapping the current landscape of the category, and apply Challenger Thinking through a series of exercises to identify areas of white space and opportunity including:

• Pulsing - Brands often recognise the importance of brand experience but find it hard to break away from the category norms to build a rich and differentiated offering. Successful Challenger brands make a deliberate decision about what experience their brand will offer. The Pulsing exercises use a new model 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. It is designed to help brands draw inspiration from beyond their brand category and consumer to uncover new opportunities.

“The eatbigfish team brought the right mix of energy, creativity, organization and process, fun, imagination, brand experience, and street smarts to our project, which helped us deeply examine how our new product can stand out in a crowded, competitive category and marketplace… the eatbigfish team will push you to get beyond your comfort zone by using a variety of exercises, getting you to own the process and outcomes and pushing you to adopt a challenger brand approach/mentality.”

Jim Hield, VP Corporate Branding, Cargill

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How does it work?

• A 1-2 day event to launch a shift in mindset and method

• Where the elements of a Challenger Culture are introduced and compared to our own more ‘Navy-style’ culture

• Includes the opportunity to reenact of a famous Pirate Battle as a fun, interactive way to dramatise Challenger behavior and attitudes to risk

• As a team we write our own set of Articles - our culture code – 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, Nestle

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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

• 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

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What is a Lighthouse Identity?

For a Challenger, the greatest danger is not rejection, it is indifference.

Challenger Brands project what they believe like a lighthouse, so you notice them, even if you are not looking for them.

• A brand with a strong belief system

• Anchored on a product rock or compelling truth about their offer

• Who invite consumers to navigate by them

• Projecting that identity insistently and consistently in everything they do

How does it work?

• The Challenger Lighthouse Identity process is an intense facilitated process run over a 12-16 week timeframe with a cross functional team (including agency partners)

• With strategy and execution running together the deliverables for the process are both tangible – a 3-5 year vision and illustrative executional ideas to accompany it – and intangible – ownership and alignment across a team through co-creation and addressing all needs

“eatbigfish helped us think outside of our typical comfort level in establishing our Challenger Identity…and showing us the importance of defining who we are and not allowing others to define us (e.g. projecting vs. mirroring). Finally the team at eatbigfish kept us in check. During the workshops we’d be pretty good about thinking and acting differently, but once we went back to Kraft, we would occasionally slip right back into our old habits, keeping us in that challenger mind set really helped us obtain buy-in for our new identity.”

Anthony Trani, Senior Brand Manager, Kraft Foods

Want to find out more?  Email us with more information about your requirements.

Prior to joining eatbigfish, Hugh’s career has been in marketing and advertising, and he has experience in the UK, Europe and the US where he lived for a number of years. Starting as a Unilever trainee, Hugh switched to advertising. In the UK he has worked at JWT, WCRS, AMVBBDO and Wieden & Kennedy. While in the US, he worked at Goodby Silverstein and Partners in San Francisco. He has worked on many iconic campaigns including the famous Guinness ‘Surfer’ commercial and the much loved (and parodied) got milk? Campaign.

His category experience is wide and includes the following sectors – FMCG, Sports Marketing, Soft Drinks, Alcohol, Cars, Technology, Financial Services, Video Games, Retail, and Government related projects. Most recently, as well as researching and speaking on Challenger brand behaviour, Hugh has been focused on finding ways to make the Challenger methodologies and tools more readily available to a wider audience.

His career has seen him sell Guinness pub to pub, run the berm at Nike, sell cars for Saturn, start his own ad agency to launch Yahoo!, win “Best direct response campaign in America,” and help take a dot com public, before watching it crash and burn.

He’s also worked as a carney, has accidentally vacationed with Robert De Niro, and once warmed up a crowd for Ellen De Generes.

Mark hails from the U.K but has lived in the US since 1993, having gone native and married one of the locals. He lives in Larkspur, Marin Co., with his wife Doris and two daughters.

Mark addresses the Maxim Global Marketing Summit in 2011.

Prior to joining eatbigfish, he worked with eatbigfish on the ‘client side’ for 5 years. While at eatbigfish, Chad has led work with a wide variety of clients who have sought to adopt the mindset and successful practices of a Challenger, including Nestle, PepsiCo, Kraft/Cadbury, Hewlett Packard, Marriott Hotels & Resorts, Darden Restaurants, Callaway Golf, New Balance, Crayola, SAB Miller Molson Coors, Jim Beam, Bayer, Novartis, Red Bull, Cargill, Reckitt Benckiser, Schick Wilkinson and Del Monte.

When he’s not in one of our workshops, giving speeches or enjoying time with his wife and 4 children in Westport, CT, Chad can be found “challenging his handicap” and searching for a little white dimpled ball lost somewhere in the deep rough or hazard at a nearby links course.

Chad onstage at the 2011 Brand Manage Camp

In 1997 Adam founded eatbigfish and established the Challenger Project, a research project into how challenger brands succeed across a variety of different categories.

It’s no exaggeration to say that his consultancy has created entirely new ways of thinking about both the development of distinctive brands but also the cultural conditions necessary to support them, reshaping how many large corporations have thought about structuring their businesses for success.

His ideas will challenge your habits and the formulas of the past, provide new ways to think about insight, sources of growth, and sources of meaning for modern businesses and the people who run them.

Adam is a highly sought after speaker for business and marketing conferences around the world, inspiring them with his passion for brands, strategy and the challengers of the future.

Adam presenting ‘Overthrow: 10 Ways to Tell a Challenger Story’ at Cannes Lions 2012.