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

ISBN-10: 0470238275

ISBN-13: 9780470238271

Edition: 2nd 2009

Authors: Adam Morgan, Morgan

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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.
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Book details

List price: $34.00
Edition: 2nd
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/17/2009
Binding: Hardcover
Pages: 368
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.232
Language: English

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
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