We turn bold Challenger thinking into lasting strategy by bringing teams together to make it happen.
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Brand Positioning
Is your brand positioning sharp enough to provide real direction and create cut through? Our signature programme helps you establish a strong Challenger Lighthouse Identity and strategy for your brand that builds clarity and momentum internally and creates excitement and impact externally.
- Identify the compelling difference that sets you apart from the competition
- Define the role you play in your customers’ lives
- Rally your team with a clear point of view that cuts through the category
- Build a positioning that fuels compelling creative comms and an engaging brand experience
CLIENTS: The Coca-Cola Company, Boston Scientific, Heineken, AlEn USA, Nocibé, Campari (and many more)
Strategy
How do you unlock growth when the category feels crowded, the market is changing or the usual approaches aren't enough? We help teams tackle complex strategic questions with fresh Challenger thinking and practical solutions.
- Localise global strategies for maximum local impact
- Define launch strategies for new products and markets
- Identify new pathways to growth and competitive advantage
- Engage customers in more distinctive and effective ways
CLIENTS: HSBC, PizzaExpress, Wellsoon, Asahi
Innovation
Do you need new product and brand ideas that stretch beyond the obvious and unlock fresh opportunities? Is your current approach producing the results you need? We help teams challenge category conventions, uncover unmet needs and generate commercially viable innovation concepts, ready for your pipeline.
- Identify new spaces for growth and competitive advantage
- Generate innovation concepts, products and propositions
- Challenge assumptions that limit thinking and ambition
- Turn constraints into creativity
CLIENTS: Heineken, The Coca-Cola Company, Campari
Brand Planning
Has planning become a process rather than a source of competitive advantage? We help marketing teams create brand plans that are more distinctive, more compelling and more effective by applying Challenger principles to the planning process.
· Identify the questions you need to be asking of your current plan
· Uncover insights and opportunities your competitors are overlooking
· Develop bolder strategies within real-world constraints
· Build plans that create focus, alignment and momentum
CLIENTS: Britvic, Kellanova
Keynotes & Conferences
Can you afford to think the same way as everyone else? Our keynotes and conference sessions combine provocative thinking, practical tools and inspiring examples to challenge assumptions and spark new possibilities. From global sales conferences to leadership offsites, we help your team harness the power of a Challenger Mindset.
- Inspire audiences with fresh perspectives on brand, business and culture
- Challenge conventional thinking and "best practice"
- Introduce practical Challenger tools and frameworks
- Leave audiences energised, equipped and ready to act
CLIENTS: WK Kellogg, Novo Nordisk, Audible, Lactalis
Targeted Interventions
Sometimes you don't need a major program to change your business, you need the right conversation, workshop or injection of thinking at the right moment. From one-day sessions and lunch-and-learns to annual advisory support, we provide flexible ways to bring Challenger thinking to your team.
- One-day workshops focused on your most pressing challenges
- Lunch-and-learn sessions that spark new thinking
- Strategic advisory support ongoing throughout the year
- Bespoke interventions designed around your team's needs
CLIENTS: Johnson &Johnson, AB World Foods, Google, Microsoft, PZ Cussons, Amazon
Global alignment and local impact for one of the world’s largest banks
We helped one of the world’s largest banks define a new purpose and values to align 200,000 employees behind a revitalised culture and growth strategy. As launch neared, leadership were energized by the language, but we knew success meant showing people how to turn words into action.
In the US, the team was emerging from years of re-organization. They needed to signal, both internally and externally, that they were focused, confident, and ready to grow. We partnered with the local marketing team to use the new purpose to amplify their strengths, especially their international edge in a US-dominated market. Then, working with HR, we reshaped the employee experience to re-engage teams, attract talent, and build a culture people were proud of. The impact reached far beyond the US, inspiring teams around the world.
Helping a legacy beer brand rekindle its iconic spark
A well-known brand in a crowded category had lost its spark. After moving away from a hugely successful and iconic campaign, the brand had faced years of creative experimentation which hadn’t landed. The team realised they weren’t just missing a big idea, they were missing a clear sense of who they were. We helped them step back and reconnect with what made the brand magnetic in the first place.
The work re-energized the internal culture and gave the brand a renewed sense of relevance. The strategy is now being translated into creative work that reflects a clear point of view and a confident re-invention. Watch this space.
Creating clarity and conviction for a specialist healthcare team
A specialist team within a healthcare business was struggling to find a shared sense of identity. With different products, audiences and ways of working, they had become siloed, making it harder to speak with one voice or show up as a united front. We worked with them to uncover what connected their work at a deeper level. Through a series of workshops, the team began to build a collective sense of belief in the impact they could have. Personal stories emerged, energy shifted, and a renewed sense of meaning took hold.
The result was a renewed sense of clarity and pride. The team aligned around a shared ethos, giving them the confidence to speak with conviction and show up with purpose.
Turning constraints into creative opportunity for a global tech business
A global tech company wanted to bring fresh energy to its teams by embedding a more inventive, Challenger Mindset. With increasing constraints across the business, they saw an opportunity to shift perspective, to see limitations not as barriers but as fuel for creativity.
We kicked off the work with a keynote for senior leaders, introducing the mindset and sparking conversation around what it means to think like a Challenger. This was followed by a hands-on train-the-trainer workshop designed to equip internal champions with the tools to carry the message forward. To support the rollout further, we created a suite of digital materials hosted on the company’s internal learning platform.
The result was a shared language, a practical framework, a renewed sense of possibility, and a team with the confidence to put the thinking into practice daily.
We get you
Define bold ambitions
Break free from incumbent expectations
Create razor-sharp strategy
Build compelling brands that get noticed
Learn how to keep doing more with less
We create strategies
Casting that brings the right minds together
Workshops that create alignment and collective ownership
Facilitation that unlocks new thinking
Ideas that build belief and drive action across the business
We get stuck in
Ambitions & Constraints
Challenge & Build
