Eating the Big Fish remains the only and definitive study on how challenger brands succeed in business. It has sold close to 50,000 copies and become enormously influential in the marketplace. This new edition will explore new brands, new challengers, new media and changes to the environment since the original edition released in 1999.
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.
References and Sources.
Acknowledgments for the Second Edition.
Adam Morgan is founder of eatbigfish , an advertising and marketing strategy consultancy with offices in the UK, US, and Australia. He was previously an executive with TBWA Chiat/Day, one of the world's largest advertising agencies, and in his tenure there he assisted the company in serving such clients as Absolut, Taco Bell, Nissan, Energizer, and Apple. Adam took a six-month hiatus from the advertising world to start The Challenger Project, which became a continually evolving study of how Challenger brands think and behave. Eating the Big Fish is a direct result of this research.