Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition | by Adam Morgan | 2009 | ISBN: 9780470238271. Brand Strategy Books. The Eight Credos Of Successful Challenger Brands.

November 24, 2009 by kutenk
Filed under: Business Books 

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition

by Adam Morgan
2009 (368 pages)
ISBN:9780470238271

Filled with practical advice and plentiful, easy-to-follow examples, this book shows how a Challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets.

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Eating The Big Fish—How Challenger Brands Can Compete Against Brand Leaders, Second Edition







Preface
Overview
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?
Overview
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
Overview
DEFINING THE CHALLENGE WE ARE MAKING
UNDERSTANDING THE CHALLENGE TO THE CATEGORY AS A PRELUDE TO UNDERSTANDING THE DESIRED IDENTITY OF THE BRAND
IN CONCLUSION

Chapter 6 – The Second Credo: Build A Lighthouse Identity
Overview
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
Overview
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
Overview
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
Overview
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
APPLE VERSUS YAHOO
THE STRATEGIC PURPOSE OF SACRIFICE

Chapter 10 – The Sixth Credo: Overcommitment
GETTING INTO THE CLUB
GETTING THE RIGHT KIND OF DEALER
OVERCOMMITMENT
AIMING TWO FEET BELOW THE BRICK
WHAT ARE OUR DECISIVE POINTS GOING TO BE?
AIMING TWO FEET BELOW THE BRICK: DEFINITION OF OBJECTIVES
AIMING TWO FEET BELOW THE BRICK: DEALING WITH RESISTANCE OUTSIDE THE ORGANIZATION
AIMING TWO FEET BELOW THE BRICK: ANTICIPATION OF RESISTANCE WITHIN THE ORGANIZATION
SACRIFICE AND OVERCOMMITMENT

Chapter 11 – The Seventh Credo: Using Communications And Publicity To Enter Social Culture
Overview
THE VALUE OF AN IDEA
RECOGNIZING THE HUMAN NEED FOR SOCIAL TRANSACTION
THE STRATEGIC PRIMACY OF THE IDEA
AN IDEA THAT RIPPLES—WHY FOLKLORE BEATS EQUITY EVERY TIME
RIPPLES AND RISK
LOOKING FOR OPPORTUNITY
BUILDING IT INTO OUR STRUCTURE
BINARY WORLDS, AND THE ART OF BEEF
MEASUREMENT AND CONFIDENCE

Chapter 12 – The Eighth Credo: Become Idea-Centered, Not Consumer-Centered
THE TWO KINDS OF MOMENTUM
MAINTAINING MOMENTUM, PART 1: THE CONTINUAL MANUFACTURE OF IDEAS
A CLIMATE OF EXPERIMENTATION
CONSUMER-INTIMATE, BUT IDEA-LED
ONE, TWO, MANY
MAINTAINING MOMENTUM, PART 2: PROVIDING DIFFERENT WAYS TO ACCESS THE IDENTITY/EXPERIENCE
Route 1: The Peter Pan Strategy
Route 2: The Reinvention Strategy
Route 3: The Line Renewal Strategy
Route 4: Developing Your Challenger Stance
ALCHEMY AND ETERNAL LIFE

Part 3 – Applying The Challenger Program
Chapter 13 – Writing The Challenger Program: The Two-Day Off-Site
Overview
PREPARATION FOR THE OFF-SITE
PREPARATION
THE TWO DAYS
SUMMARY AND PLAN

Chapter 14 – The Scope Of The Lighthouse Keeper
WHEN IS A BRAND NOT A BRAND?
WHO IS THE LIGHTHOUSE KEEPER, ANYWAY?
THE FOUR KEY AGENDAS
PUTTING ALL THE AGENDAS TOGETHER
PUSHING BEYOND BRILLIANT BASICS: USING THE CREDOS ON THIS MAP
USING THE MAP TO PLOT YOUR OUTPUTS FROM THE CHALLENGER PROGRAM
USING THIS: A FINAL OBSERVATION

Part 4 – Mind-Set, Culture, and Risk
Chapter 15 – Challenger As A State Of Mind: Staying Number One Means Thinking Like A Number Two
THE BROADER RELEVANCE OF CHALLENGER THINKING
SUCCESS IS A VERY DANGEROUS THING
CHALLENGING SOMETHING BIGGER THAN ALL OF US
SUMMARY

Chapter 16 – Risk, Will, And The Circle Of Rope
References and Sources



Preface
Chapter 1: The Law of Increasing Returns
Chapter 2: The Consumer Isn’t
Chapter 4: The First Credo: Intelligent Naivety
Chapter 5: Monsters and Other Challengers: Gaining Clarity on the Center
Chapter 6: The Second Credo: Build a Lighthouse Identity
Chapter 7: The Third Credo: Take Thought Leadership of the Category
Chapter 8: The Fourth Credo: Create Symbols of Reevaluation
Chapter 9: The Fifth Credo: Sacrifice
Chapter 10: The Sixth Credo: Overcommitment
Chapter 11: The Seventh Credo: Using Communications and Publicity to Enter Social Culture
Chapter 12: The Eighth Credo: Become Idea-Centered, Not Consumer-Centered
Chapter 14: The Scope of the Lighthouse Keeper
Chapter 15: Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two
Chapter 16: Risk, Will, and the Circle of Rope

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One Comment on Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition | by Adam Morgan | 2009 | ISBN: 9780470238271. Brand Strategy Books. The Eight Credos Of Successful Challenger Brands.

  1. Eating the Big Fish: How Challenger Brands Can Compete Against … | Home - lighthouses on Tue, 24th Nov 2009 7:10 am

    2. [...] post: Eating the Big Fish: How Challenger Brands Can Compete Against … Posted in Lighthouse, Lighthouse Symbols. Tags: build, category, category-chapter, fifth-credo, [...]

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