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

Name: Eating the Big Fish How Challenger Brands Can Compete Against Brand Leaders
Availability: InStock
ISBN: 9780470238271

ISBN-10: 0470238275

ISBN-13: 9780470238271

Edition: 2nd 2009

Authors: Adam Morgan, Morgan

List price: $36.00

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Description:

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.

Book details

List price: $36.00
Edition: 2nd
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/17/2009
Binding: Hardcover
Pages: 368
Size: 6.20" wide x 9.10" long x 1.30" tall
Weight: 1.232
Language: English



Preface


Foreword




The Size and Nature of the Big Fish



The Law of Increasing Returns



The Consumer Isn't



What Is a Challenger Brand?



The Eight Credos of Successful Challenger Brands



The First Credo: Intelligent Naivety



Monsters and Other Challenges: Gaining Clarity on the Center



The Second Credo: Build a Lighthouse Identity



The Third Credo: Take Thought Leadership of the Category



The Fourth Credo: Create Symbols of Re-evaluation



The Fifth Credo: Sacrifice



The Sixth Credo: Overcommit



The Seventh Credo: Using Communications and Publicity to Enter Social Culture



The Eighth Credo: Become Idea-Centered, Not Consumer-Centered



Applying the Challenger Program



Writing the Challenger Program: The Two-Day Off-Site



The Scope of the Lighthouse Keeper



Mind-Set, Culture, and Risk



Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two



Risk, Will, and the Circle of Rope


References and Sources


Acknowledgments for the Second Edition


Photo Credits


Index