Challenger Brands like REMOTIVE MEDIA Compete Against HOLDING COMPANIES PRINCIPAL MODELS being part of open innovation communities such as LA PIPA IS LA PIPA

"Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders"; a classic by Adam Morgan that I read for the first ime over 20 years ago, outlines strategies for challenger brands to successfully compete with established market leaders.

The Eight Credos of Challenger Brands

**Break with Your Immediate Past**

**Build a Lighthouse Identity**

**Take Thought Leadership of the Category**

**Create Symbols of Re-evaluation**

**Sacrifice**

**Overcommit**

**Use Communications and Publicity to Enter Popular Culture**

**Become Idea-Centered, Not Consumer-Centric**

#### Application to ReMotive Media

**1. Break with Your Immediate Past**

ReMotive Media’s transition from traditional media services to a digital-first, post-digital marketing agency embodies this credo. By embracing new technologies and innovative strategies, ReMotive breaks away from outdated methods, positioning itself as a modern, agile player in the industry.

**2. Build a Lighthouse Identity**

ReMotive Media strengthens its identity by becoming synonymous with cutting-edge digital marketing and community-building. Highlighting successful case studies and thought leadership in post-digital marketing can establish ReMotive as a beacon of innovation.

**3. Take Thought Leadership of the Category**

ReMotive’s focus on bold, unconventional strategies aligns with this credo. By continually challenging industry norms and sharing insights on new marketing trends, ReMotive punches above its weight in the conversation around the future of media and marketing.

**4. Create Symbols of Re-evaluation**

Innovative campaigns, knowledge sharing, and partnerships can serve as symbols of re-evaluation, signaling to the market that ReMotive is at the forefront of change. Showcasing successful client transformations and new media initiatives will reinforce this perception.

**5. Sacrifice**

Focusing on select key areas rather than spreading resources thin will be crucial. For ReMotive, this means prioritizing high-impact connected campaigns and pioneering community-driven marketing and audience management with first-party data over more traditional methods based on channel planning.

**6. Overcommit**

Investing heavily in groundbreaking projects and new technologies, even at a perceived risk, demonstrates ReMotive's commitment to innovation. This includes developing proprietary tools or launching major collaborative projects within LA PIPA.

**7. Use Communications and Publicity to Enter Popular Culture**

Leveraging owned media, video, PR, and social media to highlight ReMotive’s unique approaches will embed the brand within popular culture. Engaging content, viral marketing campaigns, and thought-provoking industry commentary will drive this effort.

**8. Become Idea-Centered, Not Just “Consumer-Centric”**

While understanding consumer needs is vital, focusing on big, transformative ideas sets ReMotive apart. Developing campaigns that challenge the status quo and inspire audiences creates a lasting impact.

#### Application to LA PIPA

**1. Break with Your Immediate Past**

LA PIPA can revolutionize the open innovation hub model by integrating cutting-edge technologies and fostering a culture of constant innovation, breaking away from more traditional innovation models.

**2. Build a Lighthouse Identity**

Positioning LA PIPA as a leading innovation hub in Europe requires showcasing successful projects, breakthrough innovations, and unique collaborative projects. Being seen as a lighthouse for creativity and technology will attract more partners and talent.

**3. Take Thought Leadership of the Category**

Hosting conferences, publishing research, and actively participating in industry discussions for 4 years now establishes LA PIPA as a thought leader in open innovation and project support.

**4. Create Symbols of Re-evaluation**

Launching more high-profile, knowledge-based projects and collaborations can act as symbols of LA PIPA’s leading-edge approach. Celebrating milestones and success stories in the media will reinforce this identity.

**5. Sacrifice**

Prioritizing now, after 3 years, high-potential ideas and strategic international partnerships over trying to support a broad array of local projects ensures resources are focused where they can make the most significant impact.

**6. Overcommit**

Heavily investing in state-of-the-art media production facilities, training top-tier talent, and investing in groundbreaking R&D projects, even at risk, will continue to showcase LA PIPA’s dedication to fostering true innovation.

**7. Use Communications and Publicity to Enter Popular Culture**

Leveraging the vast amount of knowledge acquired and documented through video to gain further media coverage, social media, and public events to highlight LA PIPA’s achievements can continue to make it a household name in the innovation space. Creative storytelling about its journey and successes will aid this effort.

**8. Become Idea-Centered, Not Consumer-Centric**

Focusing on transformative ideas and technologies can position LA PIPA as a catalyst for change. By prioritizing groundbreaking innovation over market-driven adjustments, LA PIPA can lead in shaping the future of the media industry.

#### SUMMARY

ReMotive Media and LA PIPA were founded by a team -inspired by many influences- who for many years, have been using the principles of "Eating the Big Fish" to drive innovation and outsmart larger competitors.

Embracing bold strategies, leading industry discussions, and taking direct action by testing transformative ideas is fundamental to continued value creation in the competitive landscape of media, marketing, technology, and data science.

_________________________________________________________________________________________________

Happy to discuss more, be challenged, and listen to other opinions that build and improve upon these thoughts.

Thanks for reading: comments/contributions/additions are very welcome!