Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition

Copyright © 2009 Adam Morgan. All rights reserved.

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition

Author(s): Adam Morgan

Published Online: 4 JAN 2012 10:18AM EST

Print ISBN: 9780470238271

Online ISBN: 9781118257944

DOI: 10.1002/9781118257944

About this Book

Product Information

About The Product

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.

Table of contents

    1. You have free access to this content
      Front Matter (pages i–xxiv)

  2. Part I: The Size and Nature of the Big Fish

    1. Chapter 1

      The Law of Increasing Returns (pages 1–12)

    2. Chapter 2

      The Consumer Isn't (pages 13–23)

    3. Chapter 3

      What Is a Challenger Brand? (pages 24–32)

  3. Part II: The Eight Credos of Successful Challenger Brands

    1. Chapter 4

      The First Credo: Intelligent Naivety (pages 33–60)

    2. Chapter 5

      Monsters and Other Challenges: Gaining Clarity on the Center (pages 61–79)

    3. Chapter 6

      The Second Credo: Build a Lighthouse Identity (pages 80–108)

    4. Chapter 7

      The Third Credo: Take Thought Leadership of the Category (pages 109–133)

    5. Chapter 8

      The Fourth Credo: Create Symbols of Re-evaluation (pages 134–155)

    6. Chapter 9

      The Fifth Credo: Sacrifice (pages 156–170)

    7. Chapter 10

      The Sixth Credo: Overcommit (pages 171–188)

    8. Chapter 11

      The Seventh Credo: Using Communications and Publicity to Enter Social Culture (pages 189–217)

    9. Chapter 12

      The Eighth Credo: Become Idea-Centered, Not Consumer-Centered (pages 218–239)

  4. Part III: Applying the Challenger Program

    1. Chapter 13

      Writing the Challenger Program: The Two-Day Off-Site (pages 241–269)

    2. Chapter 14

      The Scope of the Lighthouse Keeper (pages 270–290)

  5. Part IV: Mind-Set, Culture, and Risk

    1. Chapter 15

      Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two (pages 291–302)

    2. Chapter 16

      Risk, Will, and the Circle of Rope (pages 303–314)

    1. You have free access to this content
      References and Sources (pages 315–319)

    1. You have free access to this content
      Acknowledgments for the Second Edition (pages 321–322)

    1. You have free access to this content
      Photo Credits (page 323)

    1. You have free access to this content
      Index (pages 325–336)

SEARCH