WORKBOOK
1
WATCH
Watch the Flip video »
© eatbigfish 2013
10
MIN
2
EXPLORE
List The Conventions
As a group discuss the conventions that
exist within your category.
Use the big worksheet to write a list of
conventions in the left hand column.
Who do you target? What media do you
use? What is your packaging like?
Write down everything, even the obvious
things.
Spend 10 Minutes on this step, then move on to
‘Choose’ »
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Convention
Flip
MIN
3
Choose
Turn It Upside Down
Now deliberately ‘Flip’ each convention
to its opposite (e.g. From male to female
target, from home use to outdoor use etc).
Don’t think to hard just write the
opposite.
Look through the list of flipped
conventions. Identify the examples that
might be the most unusual and mould
breaking.
Divide into four teams and choose one
‘flip’ per team.
Spend 10 Minutes on this step, then move on to
‘Our Offer’»
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10
4
our offer
What Would You Change?
Now turn to your own brand.
In your teams discuss what this new
convention mean for you. How would
it affect the way you think about your
product, packaging, communication,
distribution?
Think about the Chupa Chups story ―
how would this one flip affect all the
different aspects of your business?
Use the prompts if you need help to push
your thinking. Pick one at random - if it is
not relevant just pick another.
Spend 20 Minutes on this step, then
‘Present & Discuss’»
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P
20
MIN
15
MIN
5
Present & Discuss
Yes
Our Ideas
Return to the larger Group. In turn
present your top three ideas from the
exercise. Each Team takes one minute to
present - start with your favourite.
Write them all up on a flip chart.
Now, as a Group, discuss which you have
the most energy for:
•
Which feels right for your brand?
•
Which could take you
interesting direction?
•
Which ideas can you really push and
build upon?
in
an
Spend at least 15 minutes on this step.
Thought Starters: To help you make
notes when people are presenting back,
we suggest you think- yes, no, maybe.
Yes - this is a great idea, we should do
this.
No -this is not right for our brand.
Maybe - there is something in this idea,
but it needs work.
© eatbigfish 2013
Maybe
No
a
While there is a danger in concentrating too hard on the other brands in your category as this can result in a lack of
differentiation for your own brand, there are benefits in deliberately picking a fight.
How might ‘Picking a Fight’ with a competitor help us communicate what makes us different?
This exercise will take 45 minutes to complete.
1 AS A GROUP
One.
Watch the introduction film together.
Two.
As a group fill out the large ‘Mapping the Competition’ worksheet.
Three.
Split into (up to four) teams and number them 1-4. Each team should now choose ONE competitor from their
corresponding layer on the map (eg. team 1 picks from layer 1...)
Four.
Break into your small teams and complete the exercise by following the steps in your workbooks. After 45 minutes
come back together as a group to share your ideas. Write the presented ideas on the flipchart and post them up in
the room.
4. Beyond
3. Our Competitive Set
2. Our Category
1. Our Main
Competitor
Spend 10 Minutes on this step, then move on to ‘The Logic’ »
3 Strengths
& weaknessES
You have by now chosen someone (or something) to ‘pick a fight’ with. Describe this competitor by listing all their attributes in the weaknesses column. In turn, list your brand attributes in the strengths column.
Write down everything, even those things you do not consider a conventional weakness or strength. If you get stuck skip to the prompts
section at the end of this workbook.
We have picked a fight with
Their Weaknesses
Our Strengths
Spend 5 Minutes on this step, then move on to ‘Wage War’ »
4 YOUR LOGIC
Complete the sentence “Picking a fight with...would be a good idea because...”
Look at your list of ‘strengths’ and ‘weaknesses’. At this point you are looking to create a believable and compelling reason for your brand to
‘pick a fight’. How might you be able to use this fight to create new opportunities for your brand?
Picked a fight with
(Our enemy)
Would be a good idea because
(Why we could win)
Spend 15 Minutes on this step, then move on to ‘Best Ideas’ »
5 WAGE WAR
Ideas
Generate some ideas to show how you might bring this fight to life.
How might you declare war? Would it be overt and public or more subtle? How would it champion the consumer? How could we rally the rest
of the organisation? What would you do if your enemy fought back?
Spend 5 Minutes on this step, then return to the group »
6 BEST IDEAS
One.
Two.
Three.
Choose Your Best Ideas.
As a team, agree on your three favourite ideas and make note of them here, ready to present to the rest of the group.
7 Share & discuss
Share your logic* and 3 best ideas from the exercise with the rest of the group (each team has 5mins to present).
Discuss the ideas and build on any that could provide an interesting opportunity for your brand. Use this page to make notes. Write up the ideas
to vote on at the end of the workshop.
* see section 4 ‘Your Logic’
Use these prompts to identify where your competitors strengths and weaknesses are. Could we compete within one of these areas? Pick a word
at random. If it’s not relevant to you, just pick another.
PROMPTS
Size
—
—
—
People
—
—
Ingredients
—
—
—
—
—
Pricing
—
Service
—
Availability
Company Culture
Distribution
—
Ethics
Supply Chain
Location
Brand Personality
Technology
—
—
Range
Consumer
—
Monopoly
—
Manufacturing
Design
—
Founder/Owner
—
Company Culture
—
NOTES
NOTES
WORKBOOK
1
WATCH
Watch the Hate video as a Group »
© eatbigfish 2013
2
Brainstorm
P
10
MIN
What do we hate?
Split into different areas to work in your
Teams. Take a set of prompt cards with
you.
Now as a team brainstorm things that
you might hate as a brand. What really
bugs you? Spiders? Traffic? Taxes? In
your category and in the world around
you?
Unfairness?
Pretentiousness?
Regulations? Don’t over think this ― just
generate a long list.
Venting your frustration can be fun and
you can lose yourself in this stage of the
exercise, be careful to keep it relevant in
some way to your brand - use the prompt
cards to help if you get stuck.
Spend 10 Minutes on this step.
Then move on to ‘Choose One’ »
© eatbigfish 2013
5
MIN
3
Choose
Identify one thing to hate from
your list
This bit of the exercise is a little trickier.
You have to pick just ONE thing to hate
from your long list. You are looking to
pick something that helps you better
express what you stand against as a
brand ― which will then sharpen what it
is you stand FOR.
There is no single correct answer to this
exercise. You are simply looking to choose
something that helps you articulate a
bigger territory to stand for or against.
We Hate
Because
Spend 5 Minutes on this step.
Then move on to ‘Belief’»
© eatbigfish 2013
10
MIN
4
Belief
What do we believe?
So, if that is what you hate, what does
that mean you believe?
Keeping what you hate in mind, look at
the series of statements to the right:
Complete each of the statements - do this
on your own first and then share as a
Team.
Spend 10 Minutes on this step.
Then move on to ‘Choose’ »
• ‘We believe that in a world of
people need’
• ‘We believe that what matters most is
’
• ‘We believe that a world without
would be a world without’
• ‘We believe that is no substitute for’
• ‘We believe in the power of’
• ‘We believe that everyone deserves’
• ‘We believe
is wrong’
© eatbigfish 2013
5
MIN
5
Choose
As a Team choose your favourite
three Belief statements
Are they outlandish and entertaining?
Or are they serious and sincere? Do they
have a basis in truth? Could one of your
competitors say the same?
We Hate
So We Believe
Because
Pick the three ‘Beliefs’ that give the Team
the most direction and energy
Spend 5 Minutes on this step.
Then return to the Group to ‘Present Back »
We Hate
So We Believe
Because
We Hate
So We Believe
Because
© eatbigfish 2013
10
IN
6
PRESENT BACK
What do you believe?
Yes
Maybe
No
Return to the larger Group. In turn
present your top three ‘belief statements’.
Each Team takes one minute to present start with your favourite.
Write all the suggestions up on a flip
chart.
Use the ‘yes, no, maybe’ sheet in your
workbook to write notes about each of
the team’s work, to help jog your memory
later.
Do not discuss at this point, you will have
time to go deeper after the next exercise.
Spend 10 Minutes on this step.
Then split into Teams to ‘Stick or Twist’ »
Thought Starters: Use this Yes, No,
Maybe worksheet to make notes as you
listen to the thoughts from other teams.
Yes - ideas or words that BEST illustrate
and project our Brand, or some aspect of
it.
No - ideas or words that DO NOT fit with
our Brand - “we should NOT do this.”
Maybe - ideas or words are interesting
but may need some work
© eatbigfish 2013
extra Notes
© eatbigfish 2013