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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.
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Human truths, monsters and tribes: Thinking differently about inputs
At some point (hopefully not too often), we've all sat through a presentation in which we were bombarded with facts, data, and information that was loosely packed together but failed to tell a connected story. Often, these sessions are characterised by the erroneous and interchangeable use of concepts like observations, insights, takeouts, and human truths, where there is little connection between them and the absence of a useful 'so what'. The misuse of these concepts is not only problematic from a definition point of view. The biggest shortcoming is what is missed when they are not understood and therefore not applied appropriately for their intended purpose. 17 Sep 2024 Read more

Breaking free from "can’t because" thinking
We’ve all experienced situations at home, at work, around the braai, in the WhatsApp group or wherever, where every proposed solution or “oh what if we...” is met with that ever so final “we can’t do that, because…”. While frustrating in everyday life, for organisational culture, this mindset can be dire. 22 Aug 2024 Read more

What do I do now that I have become the 'challenged' and need to respond to the feisty young startup?
A few months ago, I was in a meeting with the strategy chief of a leading agency who vehemently confronted me for suggesting that their newly won client (the biggest brand in the category) could be a challenger. They claimed that this would go against the principles of the book. Technically, they are correct if we refer to page 26 of the second edition of Eating the Big Fish: The Three Criteria for a Challenger Brand. 3 Jul 2024 Read more

How Calybre defined their brand story from the start
Calybre, a newcomer to the data consulting market, knew they needed to get it right from the start when launching their business into a highly competitive industry. They approached eatbigfish (represented in Africa by Delta Victor Bravo) to help them distil and consolidate their brand story in a clear, impactful way that would resonate with their target audiences (both internal and external), while remaining true to their core values. 3 May 2024 Read more

Challengers to Watch 2023: TrackSmith
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 28 Aug 2023 Read more

Challengers to Watch 2023: Teenage Engineering
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 21 Aug 2023 Read more

Challengers to Watch 2023: Semafor
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 14 Aug 2023 Read more

Challengers to Watch 2023: Northvolt
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 7 Aug 2023 Read more

Challengers to Watch 2023: Mejuri
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 31 Jul 2023 Read more

Challengers to Watch 2023: Mastodon
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 24 Jul 2023 Read more

Challengers to Watch 2023: Early Majority
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 17 Jul 2023 Read more

Challengers to Watch 2023: Delli
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 10 Jul 2023 Read more

Challengers to Watch 2023: Boat
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 3 Jul 2023 Read more

Challengers to Watch 2023: BeReal
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 28 Jun 2023 Read more

Challengers to Watch 2023: Aldi
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 20 Jun 2023 Read more

Challengers to Watch 2023: Glenmorangie
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 12 Jun 2023 Read more

Challengers to Watch 2023: Genki Forest
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 5 Jun 2023 Read more

Challengers to Watch 2023: Ellevest
The world remains uncertain, and businesses must adapt to new and unpredictable economic, geopolitical and environmental realities. Against this backdrop, it's important to pay attention to the new (and renewed) challengers emerging and primed to disrupt categories in 2023. These companies are finding opportunities in the uncertainty, breaking with expectations, and not just meeting the needs of a fast-changing world but shaping its future. 30 May 2023 Read more

Challenger brands to watch in 2022: Oja - for delivering global, local
Grocery is by no means a category short of disruption, or investment. Venture-backed grocery companies raised over $10bn of funds globally in 2021, with new entrants seemingly arriving as quickly as your next pint of milk. 6 May 2022 Read more

Challenger brands to watch in 2022: Manner Coffee - for accelerating a new national ritual
Around the 19th century, the price of tea in China was a fervently discussed subject for the British House of Commons. Its ferocious trade, and tightly controlled markets made it a hot topic, to the extent that to ask someone 'What it had to do with the price of tea in China', was the ultimate snub indicating you thought their comments entirely irrelevant. And whilst this diss may have faded into obscurity, the epic rise of the Chinese coffee market may be a suitable modern-day update. 28 Apr 2022 Read more

Challenger brands to watch in 2022: Thursday - for knowing what to sacrifice
Thursday combines witty observations of dating in your 20s, talk-worthy marketing stunts and authenticity to bring a new dating experience to life - but for just one day of the week. 20 Apr 2022 Read more

Challenger brands to watch in 2022: RTFKT - for pushing the boundaries of sneakers
No list of predictions for 2022 is complete without highlighting NFTs (non-fungible tokens), the unique digital art stored on the blockchain that's currently trading for eye-watering prices. A digital picture of a cat for $172,000? Nope, me neither. 11 Apr 2022 Read more

Challenger brands to watch in 2022: Will Getir win the battle for ultra-fast delivery?
One thing we've become able to rely on is uncertainty. But with uncertainty comes opportunity, and 2022 sees new technologies and business models emerging and taking hold that are likely to radically alter our lives. We're seeing a shift to a greener economy, the transition from fuel to lithium, the rise of the metaverse, the growth of decentralised finance and gaming and debate around the significance of NFTs. But while technological advances quickly fade into the background of the everyday becoming normalised, it is often the companies with a particular mindset and behaviour that drive forward and signpost our collective progress. To decide this year's top twenty, eatbigfish. researched hundreds of companies globally for brands with the ambition, clarity and confidence to match the innovation that surrounds us. 1 Apr 2022 Read more

The difference between challenger brands and disruptor brands
'Disruption' has become such a buzzword, pervading everything from the hotel industry to mayonnaise marketing, that people have begun to assume that it's the goal of challenger brands. But challenger brands can't let themselves become swept up in the mania for disruption. 25 Feb 2021 Read more

South African challengers to watch in 2021
The World Economic Forum has started The Great Reset initiative to urgently facilitate cooperation between global stakeholders in managing the consequences of the Covid-19 crisis. In such a context, no-one can predict what 2021 holds. However, the one thing we do know for sure, is that how we make business decisions has to change and that those who challenge the complacency, the conventions, the contradictions and asymmetries in the categories in which they operate, are better set for success. Here are five brands we believe are worth watching in 2021. 19 Jan 2021 Read more

Challenger Type - The Real and Human
Making person-to-person connections through real care and commitment 11 Dec 2020 Read more

Six Challengers who made things happen in 2020 - against the odds!
This year has been one for the books. 8 Dec 2020 Read more

Challenger Type: The Democratiser
Taking something important, previously accessible only to the privileged, and making it available to a wider range of people 23 Nov 2020 Read more

Challenger Type: The People's Champion
Standing up for those who have historically been excluded to create meaningful, sustainable change. 9 Nov 2020 Read more

Eatbigfish launches Challenger ID in Africa with regional partner Delta Victor Bravo
The interactive, digital programme introduces organisations to the dynamic Challenger mindset and behaviours. 14 Oct 2020 Read more

Challenger Type - The Enlightened Zagger
Provoking category norms to benefit more people

Simply, it's that simple. 7 Oct 2020 Read more


Challenger Type - The Missionary
Changing communities through an ambitious, relentless cause 16 Sep 2020 Read more

Challenger Type - The Feisty Underdog
The chicken that crossed the road and lived to tell the tale. 20 Jul 2020 Read more

Challenger Type - The Dramatic Disruptor
Breaking through by changing behaviour 1 Jun 2020 Read more

Challenger Type - The Irreverent Maverick
When true irreverance makes for unshakable relevance 21 May 2020 Read more

Challenger Type - The Local Hero
Sometimes local travel, isn't about travelling at all. 28 Apr 2020 Read more

Challenger Type - The Next Generation
The Next Generation challenger questions the appropriateness of the market leader - or even the whole category - for the times we live in today. It can elegantly position the incumbent as perfect for a time gone by, but new times call for new brands and services. The world's changing - let's move on, people! 25 Mar 2020 Read more

Challenger to Watch: Rain
Challenger Brands to Watch is our annual shortlist of the challenger brands we expect to make a huge impact in the year ahead. We handpick our challengers looking at various criteria including innovation, market differentiation, perceived momentum, scale and anticipated impact. 7 Feb 2020 Read more

What type of challenger are you?
Who are you and what business are you going to be in 2020? Is next year your time to be a challenger? 27 Nov 2019 Read more

10 types of challenger brand strategy
Overthrow II, by eatbigfish. and PHD Worldwide, explores 10 types of challenger strategy. 11 Nov 2019 Read more

6 misconceptions about challenger brands
Small, scrappy underdogs, right? Disruptors? Challengers? Aren't they the same thing? With "challenger brand" returning 120 million results from Google this morning, it's no surprise that some myths and misunderstandings surround the topic. As a consultancy specialising in this subject, we've compiled a list of six of the most common we've encountered, and our experience of the reality. 1 Nov 2019 Read more

Intelligent naivety: The vitality of inexperience
In our previous article, 'What is a challenger brand?', we described the Challenger Strategic Approach and the Eight Credos of successful challenger behaviour. 25 Oct 2019 Read more

What is a challenger brand?
Reversing the food chain is never easy. This is especially true on the African continent where many categories are dominated by large legacy businesses. It's not just that these brand leaders are bigger and enjoy proportionately greater benefits; it's that the superiority of their advantage increases almost exponentially, the larger they get. 18 Oct 2019 Read more