Eating the Big Fish How Challenger Brands Can Compete Against Brand Leaders

by Morgan, Adam

• ISBN13: 9780470238271
• ISBN10: 0470238275
• Edition: 2nd
• Format: Hardcover
• Copyright: 2009-02-17
• Publisher: Wiley

Summary

"Eating the Big Fish" remains the only and definitive study on how challenger brands succeed in business. It has sold close to 50,000 copies and become enormously influential in the marketplace. This new edition will explore new brands, new challengers, new media, and changes to the environment since the original edition released in 1999.

Author Biography

ADAM MORGAN is a partner in eatbigfish (www.eatbigfish.com), an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA\Chiat\Day, one of the world's largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.

Table of Contents

Preface	p. xiii
Foreword	p. xxi
The Size and Nature of the Big Fish	p. 1
The Law of Increasing Returns	p. 3
The Consumer Isn't	p. 13
What Is a Challenger Brand?	p. 24
The Eight Credos of Successful Challenger Brands	p. 33
The First Credo: Intelligent Naivety	p. 35
Monsters and Other Challenges: Gaining Clarity on the Center	p. 61
The Second Credo: Build a Lighthouse Identity	p. 80
The Third Credo: Take Thought Leadership of the Category	p. 109
The Fourth Credo: Create Symbols of Re-evaluation	p. 134
The Fifth Credo: Sacrifice	p. 156
The Sixth Credo: Overcommit	p. 171
The Seventh Credo: Using Communications and Publicity to Enter Social Culture	p. 189
The Eighth Credo: Become Idea-Centered, Not Consumer-Centered	p. 218
Applying the Challenger Program	p. 241
Writing the Challenger Program: The Two-Day Off-Site	p. 243
The Scope of the Lighthouse Keeper	p. 270
Mind-Set, Culture, and Risk	p. 291
Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two	p. 293
Risk, Will, and the Circle of Rope	p. 303
References and Sources	p. 315
Acknowledgments for the Second Edition	p. 321
Photo Credits	p. 323
Index	p. 325
Table of Contents provided by Ingram. All Rights Reserved.