Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition
- 6h 20m
- Adam Morgan
- John Wiley & Sons (US)
- 2009
The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.
It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.
About the Author
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.
In this Book
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Eating The Big Fish—How Challenger Brands Can Compete Against Brand Leaders, Second Edition
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Preface
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Foreword
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The Law of Increasing Returns
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The Consumer Isn’t
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What Is A Challenger Brand?
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The First Credo: Intelligent Naivety
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Monsters and Other Challenges: Gaining Clarity on the Center
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The Second Credo: Build A Lighthouse Identity
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The Third Credo: Take Thought Leadership Of The Category
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The Fourth Credo: Create Symbols Of Re-Evaluation
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The Fifth Credo: Sacrifice
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The Sixth Credo: Overcommitment
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The Seventh Credo: Using Communications And Publicity To Enter Social Culture
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The Eighth Credo: Become Idea-Centered, Not Consumer-Centered
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Writing The Challenger Program: The Two-Day Off-Site
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The Scope Of The Lighthouse Keeper
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Challenger As A State Of Mind: Staying Number One Means Thinking Like A Number Two
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Risk, Will, And The Circle Of Rope
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References and Sources
