Eating the Big Fish (eBook)

How Challenger Brands Can Compete Against Brand Leaders

Adam Morgan (Autor)

eBook Download: PDF

2009 | 2. Auflage
John Wiley & Sons (Verlag)
9780470409978 (ISBN)

Infos

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.

Autor

ADAM MORGAN is a partner in eatbigfish (www.eatbigfish.com), an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA/Chiat/Day, one of the world's largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.

Inhalt

Preface xiii

Foreword by Antonio Lucio xxi

Part 1 The Size and Nature of the Big Fish 1

1 The Law of Increasing Returns 3

2 The Consumer Isn't 13

3 What is a Challenger Brand? 24

Part 2 The Eight Credos of Successful Challenger Brands 33

4 The First Credo: Intelligent Naivety 35

5 Monsters and Other Challenges: Gaining Clarity on the Center 61

6 The Second Credo: Build a Lighthouse Identity 80

7 The Third Credo: Take Thought Leadership of the Category 109

8 The Fourth Credo: Create Symbols of Re-evaluation 134

9 The Fifth Credo: Sacrifice 156

10 The Sixth Credo: Overcommit 171

11 The Seventh Credo: Using Communications and Publicity to Enter Social Culture 189

12 The Eighth Credo: Become Idea-Centered, Not Consumer-Centered 218

Part 3 Applying the Challenger Program 241

13 Writing the Challenger Program: The Two-Day Off-Site 243

14 The Scope of the Lighthouse Keeper 270

Part 4 Mind-Set, Culture, and Risk 291

15 Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two 293

16 Risk, Will, and the Circle of Rope 303

References and Sources 315

Acknowledgments for the Second Edition 321

Photo Credits 323

Index 325

Produkt-Details

• Erscheint lt. Verlag: 8.4.2009
• Zusatzinfo: Charts: 14 B&W, 0 Color; Photos: 19 B&W, 0 Color; Graphs: 8 B&W, 0 Color
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Bewerbung / Karriere
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Adam • Advertising • axe • Behavior • BIG • Big fish • brands • Business & Management • challenger • degree • Deodorant • Drive • fire • fish • Ideas • innocent • Market • Marketplace • morgans brand • Practical • responsible • shaped • SHARE • Success • Team • Unilever • United States • US • Werbung • Wirtschaft u. Management
• ISBN-13: 9780470409978 / 9780470409978