Eating the Big Fish [Hardback]How Challenger Brands Can Compete Against Brand Leadersby Adam Morgan
Usually ships within 2 to 4 working days Description of Eating the Big FishPraise for Eating The Big Fish"Eating the Big Fish is on fire with ideas. Best in the marketplace." "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." "My bedtime reading when we were setting up 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." "′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." Title Information
Write a review of this book Customer Reviews from AmazonAbout Adam MorganADAM 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.Contents of Eating the Big FishPrefaceForeword Part I. 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 II. The Eight Credos Of Successful Challenger Brands 4. The First Credo: Intelligent Naivety 5. Monsters and Other Challenges: Gaining clarity on the Centre 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 Eighth Credo: Become Idea-Centered, Not Consumer-Centered Part III. Using The Challenger Program 13. Writing the Challenger Program: The Two-Day Off-site 14. Areas of Necessary Impact Part IV. Mindset 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 Postscript References And Sources Acknowledgements Index |
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