Business Details
27 Years
experience
Strategic Brand Consultancy for Challenger Brands
As a pioneering strategic consultancy, we specialise in empowering ambitious brands to challenge industry norms and drive transformative growth. With over 25 years of experience, our team has worked with global leaders across diverse sectors to develop bold strategies that break through market saturation. Our unique Challenger Mindset framework helps organisations align teams, clarify brand purpose, and implement innovative solutions that deliver measurable results.Operating from offices in London, Manchester, and Johannesburg, we combine global expertise with local market insights to address complex business challenges. Our approach integrates cultural analysis, strategic workshops, and practical tools to embed sustainable change across organisations of all sizes.
Services
Brand Strategy
Cultural Transformation
Marketing Innovation
Strategic Workshops
Leadership Development
Global Alignment
Creative Facilitation
Growth Strategy
Details
- Year established: 1999
Highlights and features
- We have 25 years of experience working with global market leaders
- Our Challenger Mindset framework drives measurable business transformation
- We combine strategic workshops with practical implementation tools
- Global team with cross-cultural expertise across multiple industries
- Proven track record in brand revitalisation and market disruption
What people say
Renewed sense of clarity
Transformative cultural impact
Practical implementation tools
Strategic alignment success
Innovative workshop methodology
Services
Challenger Brand Strategies
We help organisations redefine their brand positioning through strategic workshops that challenge conventional thinking. Our approach combines cultural analysis with practical implementation tools to create distinctive market positions. With 25 years' experience working with global brands, we deliver strategies that drive measurable business growth through authentic brand transformation.
Cultural Transformation
Our cultural transformation programmes align teams around shared objectives through immersive workshops and strategic facilitation. We help organisations break down silos and create cohesive cultures that support business objectives. Using proven methodologies, we embed sustainable change that improves both internal alignment and external brand delivery across global operations.
Strategic Workshops
We design and facilitate strategic workshops that bring together cross-functional teams to solve complex business challenges. Our sessions combine creative exploration with decision-making frameworks to produce actionable strategies. With experience across multiple industries, we help teams develop innovative solutions that drive organisational growth and market differentiation.
Leadership Development
Our leadership programmes develop Challenger Mindsets within senior teams through practical training and strategic frameworks. We focus on building capabilities in strategic decision-making, cultural leadership, and innovative thinking. Our approach combines theoretical models with real-world applications to create lasting leadership transformation across global organisations.
Global Alignment
We specialise in aligning global organisations around common strategic objectives while maintaining local market relevance. Our approach addresses cultural differences and operational challenges through tailored implementation plans. With teams in London, Manchester, and Johannesburg, we help multinational clients achieve consistent brand delivery across diverse markets.
People
Adam Morgan
Founder & Chair
Adam founded eatbigfish in 1999 and developed the Challenger Brand concept. He has worked with global brands for 25+ years, authoring bestsellers like 'Eating the Big Fish'. His latest project focuses on combating marketing mediocrity through the Cost of Dull initiative.
Hugh Derrick
Managing Partner
With extensive marketing and advertising experience from Unilever and leading agencies, Hugh has worked on iconic campaigns for global clients. He specialises in facilitating strategic workshops and has led projects across diverse industries including finance, healthcare, and consumer goods.
Susie Milburn
Strategy Director
As Head of Consultancy, Susie brings 15+ years of strategic experience working with major brands across finance and consumer goods. She focuses on deep problem analysis and innovative solution development, combining analytical rigour with creative thinking to deliver impactful strategies for global clients.
Anne Marie Armstrong
Strategy Director
Based in Toronto, Anne Marie leads client work across North America. With prior client-side marketing experience, she specialises in helping organisations navigate strategic transformations. She applies creative problem-solving to diverse sectors including beverages, banking, and healthcare.
Kirstin Piening
Strategy Director
Kirstin helps organisations achieve strategic and cultural change through the Challenger Mindset. With experience across global sectors, she focuses on unlocking team potential and driving organisational transformation. She combines strategic thinking with practical implementation frameworks to deliver sustainable results.
Questions
What is the Challenger Mindset approach?
Our Challenger Mindset framework helps brands break through market stagnation by redefining strategic direction through innovative thinking and cultural transformation.
Which industries do you work with?
We work across diverse sectors including finance, healthcare, consumer goods, technology, and hospitality with global organisations seeking transformation.
How do you implement strategic change?
We use collaborative workshops, cultural analysis, and practical tools to embed sustainable change across organisations of all sizes.
What makes your consultancy different?
Our unique combination of strategic frameworks, practical implementation tools, and 25 years' experience working with market leaders sets us apart.
Do you work with international teams?
Yes, our global team operates across multiple time zones with experience aligning international teams and implementing cross-cultural strategies.
