About Us

There is no such thing as an objective consultant. Everyone brings their prejudices to the table. Ours is a belief in the Challenger approach. Maybe you see the world as we see it:

• 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 a six sigma innovation funnel.
• We believe successful brands are idea centred – not consumer centred. That momentum is the currency of a Challenger that sustains its appeal, and ideas are the fuel of that momentum.
• And finally, we believe that the Challenger model is the strategic business model of the future.