Eating the Big Fish - How Challenger Brands Can Compete Against Brand Leaders 2e
Published on 4. January 2012
Software
Other digital
368 pages
978-1-118-25794-4 (ISBN)
Description
EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded 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.
Reviews / Votes
"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies...Highly recommended." (TheBookBag.co.uk, April 23rd 2009) '...a must read for anyone in marketing.' (Admap, January 2011).More details
Language
English
Place of publication
New York
United States
Target group
Professional and scholarly
Dimensions
Height: 250 mm
Width: 150 mm
Thickness: 15 mm
Weight
666 gr
ISBN-13
978-1-118-25794-4 (9781118257944)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
04/2009
2nd Edition
Wiley
€23.99
Available for download
E-Book
04/2009
2nd Edition
Wiley
€23.99
Available for download
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 Challenger Brands. 4. The First Credo: Intelligent Naivety. 5. Monsters and Other Challenges: Gaining Clarity on the Center. 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 to Enter Social Culture. 12. The Eight Credo: Become Idea-Centered, Not Consumer-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 Means Thinking Like a Number Two. 16. Risk, Will, and the Circle of Rope. References and Sources. Acknowledgments for the Second Edition. Photo Credits. Index.