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

Praise for Eating The Big Fish
"Eating the Big Fish is on fire with ideas. Best in the marketplace."
—Steve Hayden, Vice Chairman, Ogilvy Worldwide
"Adam Morgan′s brand advice is among the most practical and useful there is. My team is responsible for helping drive the success of brands like Axe and Degree deodorant in the United States, and Eating the Big Fish has shaped our thinking, driven our teams to adopt ′Challenger′ behavior, and helped us dramatically grow our market share."
—Kevin George, Vice President and General Manager, Unilever United States
"My bedtime reading when we were setting up innocent."
—Richard Reed, cofounder, innocent
"I devoured Adam′s book and used his thinking to create method as a Challenger brand to take on the giants of the soap industry. To say we live his principles daily is an understatement. This book will give you the framework to run through the legs of Goliath—and create relentless growth."
—Eric Ryan, cofounder, method
"′Challenger′ isn′t a state of market, it′s a state of mind. This way of thinking is as important and powerful for a hugely successful brand as it is for a start–up, and this book will show you why."
—Andy Berndt, Managing Director, Google Creative Lab

Spis treści:
Preface.
Foreword by Antonio Lucio.
Part 1: The Size and Nature of the Big Fish.
1. The Law of Increasing Returns.
2. The Consumer Isn′t.
3. What Is a Challenger Brand?
Part 2: The Eight Credos of Successful Challenger Brands.
4. The First Credo: Intelligent Naivety.
5. Monsters and Other Challenges: Gaining Clarity on the Center.
6. The Second Credo: Build a Lighthouse Identity.
7. The Third Credo: Take Thought Leadership of the Category.
8. The Fourth Credo: Create Symbols of Re–Evaluation.
9 . The Fifth Credo: Sacrifice.
10. The Sixth Credo: Overcommit.
11. The Seventh Credo: Using Communications and Publicity to Enter Social Culture.
12. The Eight Credo: Become Idea–Centered, Not Consumer–Centered.
Part 3: Applying the Challenger Program.
13. Writing the Challenger Program: The Two–Day Off–Site.
14. The Scope of the Lighthouse Keeper.
Part 4: Mind–Set, Culture, and Risk.
15. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two.
16. Risk, Will, and the Circle of Rope.
References and Sources.
Acknowledgments for the Second Edition.
Photo Credits.
Index.

Nota biograficzna:
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.

Okładka tylna:
Praise for Eating The Big Fish
"Eating the Big Fish is on fire with ideas. Best in the marketplace."
—Steve Hayden, Vice Chairman, Ogilvy Worldwide
"Adam Morgan′s brand advice is among the most practical and useful there is. My team is responsible for helping drive the success of brands like Axe and Degree deodorant in the United States, and Eating the Big Fish has shaped our thinking, driven our teams to adopt ′Challenger′ behavior, and helped us dramatically grow our market share."
—Kevin George, Vice President and General Manager, Unilever United States
"My bedtime reading when we were setting up innocent."
—Richard Reed, cofounder, innocent
"I devoured Adam′s book and used his thinking to create method as a Challenger brand to take on the giants of the soap industry. To say we live his principles daily is an understatement. This book will give you the framework to run through the legs of Goliath—and create relentless growth."
—Eric Ryan, cofounder, method
"′Challenger′ isn′t a state of market, it′s a state of mind. This way of thinking is as important and powerful for a hugely successful brand as it is for a start–up, and this book will show you why."
—Andy Berndt, Managing Director, Google Creative Lab