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Eating the big fish : how challenger brands can compete against brand leaders

Author: Adam Morgan
Publisher: Hoboken, N.J. : Wiley, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Morgan, Adam.
Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders.
Somerset : Wiley, ©2009
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Adam Morgan
ISBN: 9780470527757 0470527757
OCLC Number: 864889112
Notes: Title from resource description page (Recorded Books, viewed November 21, 2013).
Description: 1 online resource
Contents: ""Title Page""; ""Copyright Page""; ""Dedication""; ""When you’re only No.2, you try harder. Or else.""; ""Preface""; ""THE NUMBER OF BRANDS OPENLY ADOPTING A CHALLENGER STANCE""; ""THE DIVERSITY OF CHALLENGER STANCES""; ""THE CHALLENGE TO THE FUNDAMENTAL WAY WE THINK ABOUT LONG-ESTABLISHED CATEGORIES""; ""A STRATEGIC MODEL, WITH SOME CONSISTENT PRINCIPLES""; ""CHANGING CRITERIA""; ""AN OVERVIEW OF THE FLOW""; ""Foreword""; ""PART 1 --
THE SIZE AND NATURE OF THE BIG FISH""; ""Chapter 1 --
THE LAW OF INCREASING RETURNS""; ""THE LAW OF INCREASING RETURNS""; ""STAGE ONE: CONSUMER AWARENESS"" ""STAGE TWO: SHOPPING""""STAGE THREE: PURCHASE AND LOYALTY""; ""THE CONSEQUENCE: PROFITABILITY""; ""SUMMARY""; ""Chapter 2 --
THE CONSUMER ISN’T""; ""THE AUDIENCE ISN’T""; ""THE CONSUMER ISN’T""; ""THE CATEGORY ISN’T""; ""COMMUNICATION DOESN’T""; ""Chapter 3 --
WHAT IS A CHALLENGER BRAND?""; ""WHAT IS A CHALLENGER BRAND?""; ""THE THREE CRITERIA FOR A CHALLENGER BRAND""; ""THE PRINCIPAL CHALLENGER BRANDS CONSIDERED HERE""; ""WHAT’S A SEARCH ENGINE GOING TO TELL ME ABOUT SELLING SHEET METAL?""; ""THE EIGHT CREDOS""; ""PART 2 --
THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS"" ""Chapter 4 --
THE FIRST CREDO: INTELLIGENT NAIVETY""""THE VITALITY OF INEXPERIENCE""; ""ASKING UPSTREAM QUESTIONS""; ""PUTTING A WHOLE NEW EMOTION INTO THE CATEGORY""; ""OVERLAY""; ""DELIBERATELY BREAKING WITH THE IMMEDIATE PAST: PUTTING EVERYTHING IN PLAY""; ""NOT KNOWING WHAT IS POSSIBLE AND IMPOSSIBLE""; ""GIANTS AND CHILDREN""; ""HOW DO I MAKE MYSELF INTELLIGENTLY NAIVE WHEN I HAVE YEARS OF EXPERIENCE IN MY CATEGORY?""; ""SUMMARY""; ""Chapter 5 --
MONSTERS AND OTHER CHALLENGES: GAINING CLARITY ON THE CENTER""; ""DEFINING THE CHALLENGE WE ARE MAKING""; ""IN CONCLUSION"" ""Chapter 6 --
THE SECOND CREDO: BUILD A LIGHTHOUSE IDENTITY""""NAVIGATION, NOT COMMUNICATION""; ""WHAT IS A LIGHTHOUSE IDENTITY?""; ""A LIGHTHOUSE IDENTITY, NOT A LIGHTHOUSE IMAGE""; ""THE SOURCES OF IDENTITY""; ""THE REINTERPRETED PAST""; ""THE RELATIONSHIP WITH HARD-CORE USERS""; ""CONCLUDING THOUGHTS""; ""Chapter 7 --
THE THIRD CREDO: TAKE THOUGHT LEADERSHIP OF THE CATEGORY""; ""BEHAVIOR THAT BREAKS THE CONVENTIONS OF THE CATEGORY""; ""SOME MISCONCEPTIONS ABOUT CONVENTION BREAKING""; ""THOUGHT LEADERSHIP AND BEHAVIOR""; ""Chapter 8 --
THE FOURTH CREDO: CREATE SYMBOLS OF RE-EVALUATION"" ""WAKE UP, WORLD""""PUNCTURING THE DOMINANT COMPLACENCY""; ""THE MOON ROCKET AND ACCELERATION""; ""THE DIFFERENT AUDIENCES FOR SYMBOLS OF RE-EVALUATION""; ""PROJECTS OF REEVALUATION""; ""USING WHAT YOU HAVE""; ""Chapter 9 --
THE FIFTH CREDO: SACRIFICE""; ""STRONG PREFERENCE IS OUR ONLY CURRENCY""; ""SACRIFICE AND STRONG PREFERENCE""; ""SACRIFICE IN TARGET: TRADING NUMBERS FOR ENGAGEMENT AND LOYALTY""; ""TRADING NUMBERS FOR IDENTITY: SACRIFICE IN REACH, FREQUENCY, AND DISTRIBUTION""; ""SACRIFICE IN MESSAGE: TRADING DEPTH FOR DEFINITION""; ""SACRIFICE IN PRODUCT RANGE AND LINE EXTENSIONS""
Responsibility: Adam Morgan.

Abstract:

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.

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