Eating the Big Fish
How Challenger Brands Can Compete Against Brand Leaders
2nd Edition
Published on 9. April 2009
368 pages
978-0-470-40997-8 (ISBN)
Description
EATING THE BIG FISH : How Challenger Brands Can Compete AgainstBrand Leaders, Second Edition, Revised and Expanded
The second edition of the international bestseller, now revisedand updated for 2009, just in time for the business challengesahead.
It contains over 25 new interviews and case histories, twocompletely new chapters, introduces a new typology of 12 differentkinds of Challengers, has extensive updates of the main chapters, arange of new exercises, supplies weblinks to view interviews onlineand offers supplementary downloadable information.
The second edition of the international bestseller, now revisedand updated for 2009, just in time for the business challengesahead.
It contains over 25 new interviews and case histories, twocompletely new chapters, introduces a new typology of 12 differentkinds of Challengers, has extensive updates of the main chapters, arange of new exercises, supplies weblinks to view interviews onlineand offers supplementary downloadable information.
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Other editions
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Software
01/2012
Wiley
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Book
03/2009
2nd Edition
Wiley
€35.00
Shipment within 10-20 days
Person
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.
Content
Preface.
Foreword by Antonio Lucio.
Part 1: The Size and Nature of the Big Fish.
1. The Law of Increasing Returns.
2. The Consumer Isn't.
3. What Is a Challenger Brand?
Part 2: The Eight Credos of Successful ChallengerBrands.
4. The First Credo: Intelligent Naivety.
5. Monsters and Other Challenges: Gaining Clarity on theCenter.
6. The Second Credo: Build a Lighthouse Identity.
7. The Third Credo: Take Thought Leadership of the Category.
8. The Fourth Credo: Create Symbols of Re-Evaluation.
9. The Fifth Credo: Sacrifice.
10. The Sixth Credo: Overcommit.
11. The Seventh Credo: Using Communications and Publicity toEnter Social Culture.
12. The Eight Credo: Become Idea-Centered, NotConsumer-Centered.
Part 3: Applying the Challenger Program.
13. Writing the Challenger Program: The Two-Day Off-Site.
14. The Scope of the Lighthouse Keeper.
Part 4: Mind-Set, Culture, and Risk.
15. Challenger as a State of Mind: Staying Number One MeansThinking Like a Number Two.
16. Risk, Will, and the Circle of Rope.
References and Sources.
Acknowledgments for the Second Edition.
Photo Credits.
Index.
Foreword by Antonio Lucio.
Part 1: The Size and Nature of the Big Fish.
1. The Law of Increasing Returns.
2. The Consumer Isn't.
3. What Is a Challenger Brand?
Part 2: The Eight Credos of Successful ChallengerBrands.
4. The First Credo: Intelligent Naivety.
5. Monsters and Other Challenges: Gaining Clarity on theCenter.
6. The Second Credo: Build a Lighthouse Identity.
7. The Third Credo: Take Thought Leadership of the Category.
8. The Fourth Credo: Create Symbols of Re-Evaluation.
9. The Fifth Credo: Sacrifice.
10. The Sixth Credo: Overcommit.
11. The Seventh Credo: Using Communications and Publicity toEnter Social Culture.
12. The Eight Credo: Become Idea-Centered, NotConsumer-Centered.
Part 3: Applying the Challenger Program.
13. Writing the Challenger Program: The Two-Day Off-Site.
14. The Scope of the Lighthouse Keeper.
Part 4: Mind-Set, Culture, and Risk.
15. Challenger as a State of Mind: Staying Number One MeansThinking Like a Number Two.
16. Risk, Will, and the Circle of Rope.
References and Sources.
Acknowledgments for the Second Edition.
Photo Credits.
Index.
