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"Whenever we read the obscene stories, the voluptuous debaucheries, the cruel and torturous executions, the unrelenting vindictiveness, with which more than half the bible is filled, it would seem more consistent that we called it the word of a demon than the Word of God. It is a history of wickedness that has served to corrupt and brutalize mankind."
- Thomas Paine
(1737 - 1809),
'The Age of Reason'
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| | Eating the Big Fish:
How Challenger Brands Can Compete against Brand Leaders
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| | by Adam Morgan
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ZIN Product Number: 10126426
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| | | |  | | | Product Details
 Format: Hardcover, 1st ed., 286 pages
Publisher: Wiley, John & Sons, Incorporated
ISBN: 0471242098
Release Date: Jan 10, 1998
| |  | | | From The Publisher
Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising - and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish. 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. Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years - new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.
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| | | |  | | | | Pt. I | The Size and Nature of the Big Fish | 1 | | 1 | More Blood from a Smaller Stone | 3 | | 2 | The Consumer Isn't | 14 | | 3 | What Is a Challenger Brand? | 24 | | Pt. II | The Eight Credos of Successful Challenger Brands | 37 | | 4 | The First Credo: Break with Your Immediate Past | 39 | | 5 | The Second Credo: Build a Lighthouse Identity | 54 | | 6 | The Third Credo: Assume Thought Leadership of the Category | 83 | | 7 | The Fourth Credo: Create Symbols of Reevaluation | 105 | | 8 | The Fifth Credo: Sacrifice | 124 | | 9 | The Sixth Credo: Overcommit | 138 | | 10 | The Seventh Credo: Use Advertising and Publicity as a High-Leverage Asset | 155 | | 11 | The Eighth Credo (Part 1): Become Idea-Centered, Not Consumer-Centered | 174 | | 12 | The Eighth Credo (Part 2): Flying Unstable | 194 | | 13 | The Relationship between the Eight Credos | 219 | | Pt. III | Using the Challenger Strategic Program | 231 | | 14 | Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two | 233 | | 15 | Writing the Challenger Program: The Two-Day Off-site | 242 | | 16 | Apple, Risk, and the Circle of Rope | 261 | | Postscript | 273 | | References and Sources | 274 | | Acknowledgments | 277 | | Photo Credits | 280 | | Index | 281 |
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