Challenger brands change the world.

We’re eatbigfish. And we know challenger brands better than anyone. We know how they think, how they beat the odds, and how their tactics work. 

We help you be more challenger.

No matter whether you’re a start-up taking on the world, or a global market leader needing to keep things fresh, we know that everyone can be more challenger. 

Change comes fast. Disruption is the norm.

There are also opportunities everywhere. And you can seize them. We’ll show you how. We’ll help you develop a challenger mindset, and show you how to use it to ignite your brand and unite your business. 


We’re obsessed with challenger brands.

They shake things up. They change the rules. They get famous. And they do it with passion and smarts, not big budgets or easy answers. It’s why they’re some of the fastest growing companies on earth.


What we do



You’ll get a distinctive brand that will act as a rallying cry to your audiences, and be a clear guide for creative and strategic decision-making across your whole business – not just marketing.

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You’ve got a strong brand, but you feel like you’re playing it safe. We’ll help you shake things up – so your teams aren’t asking ‘what did we do last year?’ but ‘what would a challenger do?’.

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We’ll help you refocus and reconnect with what you’re trying to accomplish and learn how to tell a refreshed brand story with new clarity, enthusiasm and understanding.

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One of the superpowers of challenger brands is their ability to spot opportunities that others miss. We’ll help you find new and sustainable growth opportunities for your business.

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We’ll help you bind your teams around a shared approach and ethos. We’ll also help you start challenger-focussed initiatives to embed that shared approach within the culture for the long term.

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We’ll help you use challenger thinking to redefine what innovation means for your company, to kick-start the creation of genuinely new ideas – and to put them into action in a more challenger way.

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Companies we’ve worked with


The Challenger Project: our ongoing study into how challengers succeed.

We literally wrote the book on challenger brands. But the world changes, challengers never stay still, and there’s always new things to learn. That’s why we’re always out there — talking to, working with, and studying what the latest generation of challengers are doing. It’s how we stay curious and inspired, and what gives us the knowledge and expertise to help you.

Visit The Challenger Project ⟶


Latest from The Challenger Project

Google UK’s Graham Bednash: ‘The biggest danger is to imagine that everything you’ve done in the past will be right for the future’


How Lemonade use transparency to challenge a broken system