There are a lot of examples of both good and bad strategies. 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. For this new edition the author has interviewed 30 fresh challengers, and explores today's radically different marketing environment. Eating The Big Fish asks how can the success of a search engine help in selling cars? Perhaps don't take this book as a straight read through but rather the chapters and focus you need whilst developing your strategic thinking. Assume thought leadership of the category 4. This new edition will explore new brands, new challengers, new media, and changes to the environment since the original edition released in 1999.
Writing the Challenger Program: The Two-Day Off-site. The Size and Nature of the Big Fish. This book will give you the framework to run through the legs of Goliathand create relentless growth. A Challenger brand must build what Morgan calls a Lighthouse Identity which will suffuse every aspect of the business, not just the image and communications. Summary: A bible for Challenger brands which shows not only what can be done, but how to do it.
Many recommended this one as a guide to being an insurgent challenger to some established entity. 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. Most important, it affirms that Challenger brands are alive, well, and hungry. It takes a smart company to go up against the Big Fish, and Morgan's innovative, strategic program will show even the littlest fish how to make a meal out of the competition. 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. 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.
This new edition will explore new brands, new challengers, new media, and changes to the environment since the original edition released in 1999. What Is a Challenger Brand? Part 1: The Size and Nature of the Big Fish. The Second Credo: Build a Lighthouse Identity. The Size And Nature Of The Big Fish. A revised and updated version of the classic book on what it takes for small brands to eat the big tunaSince Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.
The Fourth Credo: Create Symbols of Re-Evaluation. If you want to increase the profile and the profitability of your brand against bigger competitors, this book puts the big fish on your menu. Eating The Big Fish How challenger brands can compete against brand leaders. Time and again, he stresses the importance of ideas. Finally, Challenger brands must attract attention to themselves. Eating The Big Fish is uncommonly good at presenting clear and — most valuably — usable — advice. Anyone can follow a leader.
Monsters and Other Challenges: Gaining clarity on the Centre. 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. It pairs well with Blue Ocean Strategy. The Second Credo: Build a Lighthouse Identity. You have to be bold to eat the big fish but I think that Morgan makes are strong point for boldness and gives marketers many different ways to do it. 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. To say we live his principles daily is an understatement.
The First Credo: Break with Your Immediate Past. 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. In addition, Morgan looks at the great Challengers of the last ten years who have gone on to become brand leaders, and shows how even the rules of brand leadership have changed -why staying 1 now means, in fact, thinking and behaving like a 2. I loan the book out a lot to friends and students so I've had to buy it many times because I don't keep track! Years ago, Avis was a little fish in the car rental industry. The Relationship between the Eight Credos. Use advertising and publicity as a high-leverage asset 8. .
The bulk of Eating The Big Fish is devoted to presenting The Eight Credos of Challenger brands, starting with the intelligent naivety of a fresh approach and proceeding to clear definition of core challenges. 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. Because the people who are crazy enough to think they can change the world, are the ones who do. 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. The First Credo: Intelligent Naivety. The Eighth Credo Part 2 : Flying Unstable.