Eating the Big Fish How Challenger Brands Can Compete Against Brand Leaders
Edition: 2nd 2009
List price: $34.00
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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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $34.00
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/17/2009
Size: 6.25" wide x 9.25" long x 1.00" tall
|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|