Karen Paiyo

Want to Know How to Compete Against the Big Guys?
Pit Your Small Business Against the Brand Leaders - and Win!


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

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.



Start Challenging the Brand Leaders - Today!
Buy Eating the Big Fish and Learn How to Pit Your Small Business Against the Brand Leaders - and Win!
About the Author Adam Morgan

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.