How Eatbigfish Can Help
February 21, 2023 | Author: Anonymous | Category: N/A
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eatbigfish How we can help
eatbigsh is a brand consultancy whose unique focus is Challenger thinki ng and behaviour. behaviour. Our expertise is grounded in The Challenger Project, 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 i s as relevant for a market leader as We believe that being a Challenger is a state of mind – not a state of market. Challenger thinking is for a niche player. We believe that 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 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 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 i n everything t hey do. Encouraging Encouraging the consumer to ‘navigate’ ‘navigate’ by them. We believe that believe that if you are not the market leader in the category, you have to be the Thought Leader. We believe that 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 successful brands are idea centred – not consumer centred. That momentum is the currency that sustains a Challenger’s Challenger’s appeal, and that ideas are the fuel of that momentum. And nally, we nally, 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. dierentiation n into everything. We are looking for greater dierentiation. The best Challengers bleed dierentiatio You do not have alignment across your team. Our 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 less. This thought is central to Challenger behaviour. Identity Programme. You don’t know what your brand stands for. This is the focus of our dening programme- The Challenger Identity You are looking for access to innovative thinking. Whether that is t hrough books, speeches, our web activities, training, blogs or our workshops wor kshops we are committed to sharing our thinking thi nking 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 oer 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 li ke Challengers in some or all of the follo following wing areas: •
Building a Challenger Lighthouse Identity
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Insight & Idea Generation
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Innovation
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Using Media outside of traditional communication channel channelss to project one’s Identity
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Developing Develo ping a stretching 5 or 10 10 year catego category ry vision (and thinking through the portfolio portfolio implications implications that fall fall from that vision) vision)
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Brand Experience (including (including new ways to map consumer touch points in service and retail businesses)
• Brand Subcultures (nurturing Challengers within multination multinational, al, multi-br multi-brand and organisations organisations)) Our approach utilises facilitated workshop-based programmes developed from our learnings and understanding of Challenger brands and their business. We believe in wor working king with a cross-functional senior management management group and their primary business partners to help them arrive at their own solutions. This cross ownership is vital to the project’ project’ss success and the programm programmes es 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 EATBIGFISH EATBIGFISH
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In a Box Workshops have recently been developing our portfolio to oer virtual Chal lenger tools. Our ‘In A Box Workshop’ We have Workshop’ kits contain all the material needed to run your own one day ideation workshop: digital content, printable les and physical stimulus. Each workshop workshop kit contains four of our most tried and tested exercises, with step by step i nstructions to ensure a successful outcome. We also provide tips on running a productive session, additional digital and physical stimulus to get the creative juices owing, 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 usi ng 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) now) An idea generation session to nd insights of opportunity opportunity.. The exercises in Outlooking ask us to look outside for inspiration inspiration – outside of our own category, our consumer and our competition. INLOOKING In a Box Workshop 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 magnied lens. (This session can work in conjunction with the Outlooking session.)
If you would like any more information on our In a Box products, p roducts, why don’t you contact us
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Or go to the In a Box Website 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 oer something that can t around people’s hectic work schedules? The ‘shfood’ ‘shfood’ 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 - t heory heory,, inspirational stories and interviews with Challenger Brand Brand leaders. We then nish 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 t hree programmes looks at ways Challengers can push the scope of innovation. The rst programme outlines the ‘Four Agendas’’ that we should be aware of within the consumer landscape, and oers an exercise to map and focus your innovation Agendas innovation activity against this model. The second looks at the ‘Customer Journey’ - how Challengers nd opportunities for unexpected innovations throughoutt this experience. The third focuses on ‘Changing Behaviour’ - how we can i nnova throughou nnovate te without changing our product at all… The shfood online programmes can be completed by individuals or teams, and may be self directed or have guidance and support from eatbigsh. The content is designed to oer 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 eatbigsh partners are experienced and highly rated speakers. From keynote speeches speec hes to after dinner addresses addresse s 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 introduce your audience audience to what it takes to act and th ink like a Challenger, Challenger, then thi s is the speech for you. The 12 Challenger Narratives This speech explores 12 dierent ways to tell t he Challenger story, story, and poses the question – ‘Which type ty pe are you?’ Creating a Culture of Innovation We believe Challengers oer a dierent perspective on Innova Innovation. tion. This speech brings this distinctive approach approach to Innova Innovation tion to l ife. Necessary Piracy What personal qualities do we see i n successful Challengers? A speech that looks at what it takes to be a Challenger yourself. 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 2010 we launched ‘The Challenger Project’ online, an evolving resource for those who w ish to learn from and act li ke Challengers themselves. To read the latest thinking, think ing, watch interviews with key Challenger Brand leaders, delve delve into the archives, and to join the project please visit www.eatbigsh.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 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 t hese 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 protable) 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 framewo frameworks, rks, but but by people and their behaviour behaviour.. In fact, fact, for for many many of us getting the brand strategy right right is the least of of it. While we can all come up with smart strategies and creative thinking about how how to drive our brand forward, the real issue is th is: how do we need to behave in order to really force the implications of that brand thinking think ing through our organisation until it becomes real? When, all too often, t he 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 intent be a successful successful Challenger, Challenger, and in particular one one that is trying to create breakthrough breakthrough in a large, large, relatively relatively conservative conservative organisation. 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 oer at www.eatbigsh.com/our-oer at www.eatbigsh.com/our-oer , contact us directly at info@eatbigsh.com, info@eatbigsh.com, if you want to speak to someone you can call our London oce on +44 (0)20 7234 9970, or contact one of the numbers below. Or maybe what you are looking for doesn’t t 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 dierent. So, if it’s not here, please don’t assume we cannot help. London
San Francisco
Teresa Murphy
Mark Barden
teresa@eatbigsh.com
mark@eatbigsh.com
+44 (0)20 7234 9970
+1 415 891 8348
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Chad Dick
Kate Smith
chad@eatbigsh.com
kate@eatbigsh.com
+1 203 227 6919
+64 21 338 680
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