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Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan (1999, Hardcover)

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"Eating the Big Fish is on fire with ideas. Best in the marketplace." -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather "In 1986, the Levi's® Dockers® brand challenged the biggest fish in the men's apparel sea, Haggar. And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." -Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A. Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising-and the rest is history. Why has this approach become a marketing legend? 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. There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. 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. But instead of watching-and copying-every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader. Eating the Big Fish is the first book that sets out to define those rules. 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. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years -new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish. At the heart of the book are the Eight Credos of Challenger Brands -Morgan's analysis of the common marketing strands that these Challengers seem to share, which range in scope from the need to project who you are and what you believe in (#2, Build a Lighthouse Identity) to insights about the organizational structure and focus in such companies and brands (#8, Become Idea-Centered, Rather Than Consumer-Centered). Morgan fully analyzes each Credo, discussing in detail the marketing strategy and behavior of the specific Challenger brands that have shaped the rules. He provides case studies that include both his agency's clients and other well-known brands, such as Lexus, Oakley, Fox TV, Energizer, Virgin Atlantic, Swatch, Nissan, and more. Morgan then draws the Credos together into a "Challenger Strategic Program" that can be applied to the reader's own market and brand challenge, offering a proposed outline for a two-day Off-Site Program that will attempt to kick-start the Challenger process for a core group within any marketing or management team. 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. Anyone can follow a leader. 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.

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471242098
ISBN-13
9780471242093
eBay Product ID (ePID)
321633

Product Key Features

Book Title
Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders
Author
Adam Morgan
Format
Hardcover
Language
English
Topic
Consumer Guides, Investments & Securities / Commodities / General, Intellectual Property / Trademark, Commerce, Advertising & Promotion
Publication Year
1999
Genre
Law, Business & Economics, Référence
Number of Pages
304 Pages

Dimensions

Item Length
9.2in
Item Height
1.1in
Item Width
6.4in
Item Weight
17 Oz

Additional Product Features

Lc Classification Number
Hf5415.15.M67 1999
Reviews
: "Although out last year, Eating the Big Fish, is one of the most stimulating books on brands and has grown to become a must read." (Marketing Business - Year's Best Books, January 2001) "...full of such useful ideas that a whole generation of marketing folk bang on about [it]" ( Campaign , Friday 23rd November 2007) "Always find your brands in the slipstream of the market leaders? Well this could be the book for you." (The Drum, October 17th 2008)
Table of Content
THE SIZE AND NATURE OF THE BIG FISH. More Blood from a Small Stone. The Consumer Isn't. What Is a Challenger Brand? THE EIGHT CREDOS OF SUCCESSFUL CHALLENGER BRANDS. The First Credo: Break with Your Immediate Past. The Second Credo: Build a Lighthouse Identity. The Third Credo: Assume Thought Leadership of the Category. The Fourth Credo: Create Symbols of Reevaluation. The Fifth Credo: Sacrifice. The Sixth Credo: Overcommit. The Seventh Credo: Use Advertising and Publicity as a High-Leverage Asset. The Eighth Credo (Part 1): Become Idea-Centered, Not Consumer-Centered. The Eighth Credo (Part 2): Flying Unstable. The Relationship between the Eight Credos. USING THE CHALLENGER STRATEGIC PROGRAM. Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two. Writing the Challenger Program: The Two-Day Off-Site. Apple, Risk, and the Circle of Rope. Postscript. References and Sources. Acknowledgments. Photo Credits. Index.
Copyright Date
1999
Lccn
98-028267
Dewey Decimal
658.8/27
Intended Audience
Trade
Dewey Edition
22
Illustrated
Yes

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Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan (1999, Hardcover)

About this product

Product Information

Product Identifiers

Product Key Features

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Additional Product Features

All listings for this product

item 1 Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders [Ad

item 2 Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

item 3 Eating the Big Fish : How Challenger Brands Can Compete Against B

item 4 Eating the Big Fish : How Challenger Brands Can Compete Against B

item 5 Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

item 6 Eating the Big Fish: How Challenger Brands Can Compe... by Morgan, Adam Hardback

item 7 Eating the Big Fish: How Challenger Brands Can Compete Against B

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Fast Like a Girl : A Woman's Guide to Using the Healing Power of Fasting to Burn Fat, Boost Energy, and Balance Hormones by Mindy Pelz (2022, Hardcover)

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Sailor Moon Raisonne ART WORKS 1991 - 2023 Normal Edition 9784065309094

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