Author(s): Adam Morgan
In Eating the Big Fish, Adam Morgan offers hands-on advice, examples, and useful information to the #2, #3, and #4 brands looking to compete effectively with the top banana. There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching and copying every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader.
: "Although out last year, Eating the Big Fish, is one of the most stimulating books on brands and has grown to become a must read." (Marketing Business - Year's Best Books, January 2001)
.,."full of such useful ideas that a whole generation of marketing folk bang on about [it]" ("Campaign," Friday 23rd November 2007)
""Always find your brands in the slipstream of the market leaders? Well this could be the book for you."" (The Drum, October 17th 2008)
THE SIZE AND NATURE OF THE BIG FISH; More Blood from a Small Stone; The Consumer Isn't; What Is a Challenger Brand?; THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS; The First Credo: Break with Your Immediate Past; The Second Credo: Build a Lighthouse Identity; The Third Credo: Assume Thought Leadership of the Category; The Fourth Credo: Create Symbols of Reevaluation; The Fifth Credo: Sacrifice; The Sixth Credo: Overcommit; The Seventh Credo: Use Advertising and Publicity as a High-Leverage Asset; The Eighth Credo (Part 1): Become Idea-Centered, Not Consumer-Centered; The Eighth Credo (Part 2): Flying Unstable; The Relationship between the Eight Credos; USING THE CHALLENGER STRATEGIC PROGRAM; Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two; Writing the Challenger Program: The Two-Day Off-Site; Apple, Risk, and the Circle of Rope; Postscript; References and Sources; Acknowledgments; Photo Credits; Index.