Last month, we had the good fortune of visiting with Mark Barden, partner with eatbigfish, one of the world’s smartest brand and design consultancies. Here’s his attempt at summarizing his fantastic one hour presentation into 90 seconds.

Barden explains his five principles for challenging a major brand competitor:

1. Build something people can believe in
2. Slay monsters for them
3. Practice seeing opportunity yourself… don’t delegate it
4. Always seek to change the criteria for choosing
5. If it won’t start a conversation, why bother?

Visit www.eatbigfish.com for information.