The Challenger Project is an evolving study of challenger brands and how they succeed.

The research is qualitative in nature and consists of interviews with individuals at the heart of those brands during the key time in their challenge.

Founded in 1999 by Adam Morgan, the first output of The Challenger Project was the strategic process outlined in his book Eating the Big Fish (Wiley, 1999). Eating the Big Fish looked at the commonalities in 50 challenger brands around the globe and identified the eight underlying credos that seem to unite the way that challenger brands think and behave.

Our study has now looked at over three hundred such brands and The Challenger Project has grown as a platform to include a website that reaches nearly 10,000 marketers each month.

The Challenger Project is published by eatbigfish, a global strategic consultancy that helps brands and businesses be more challenger.

For more information email hello@eatbigfish.com


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