Eating the big fish : how challenger brands can compete against brand leaders
Title:
Eating the big fish : how challenger brands can compete against brand leaders
Author:
Morgan, Adam, 1969-
ISBN:
9780470238271
Personal Author:
Edition:
2nd ed., [Rev. & expanded].
Publication Information:
Hoboken, N.J. : Wiley, c2009.
Physical Description:
xxiv, 336 p. : ill. ; 24 cm.
General Note:
Previous ed.: 1999.
Contents:
Foreword / Antonio Lucio -- Pt. I. 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? -- Pt. II. The Eight Credos Of Successful Challenger Brands -- 4. The First Credo: Intelligent Naivety -- 5. Monsters and Other Challenges: Gaining clarity on the Centre -- 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 Eighth Credo: Become Idea-Centered, Not Consumer-Centered -- Pt. III. Using The Challenger Program -- 13. Writing the Challenger Program: The Two-Day Off-site -- 14. The Scope of the Lighthouse Keeper -- Pt. IV. 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.
Abstract:
"Updated and revised with additional chapters and thirty new examples of Challenger brands in action, the Second Edition of Eating the Big Fish reflects recent developments in the marketplace and media since the publication of the bestselling and influential first edition. Author Adam Morgan - who, with his company, has researched and worked with Challengers over the last decade - presents and analyzes the effective marketing tactics Challenger brands use to raise their profiles and take market share." "Morgan provides practical advice and plentiful, easy-to-follow examples to show how a Challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets. He presents eight Challenger credos that stress bringing a fresh perspective to market, building a prominent and emotionally appealing identity, implementing a pervasive communication strategy, and focusing intently on ideas rather than consumers."--BOOK JACKET.