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.
ADAM MORGAN is Joint European Planning Director of TBWA, one of the world's largest advertising agencies, whose clients include Absolut, Taco Bell, Nissan, Energizer, and Apple. Most recently, as Planning Director, North America for TBWA Chiat/Day, he has worked on the launch or relaunch of Challengers in markets as diverse as airlines (Virgin Atlantic) and video games (Sony Playstation), across the United States, Europe, and Latin America. Founder of the Challenger Project, a continually evolving worldwide study of Challenger brands (of which Eating the Big Fish is the first output), he has lectured on Challengers to audiences as diverse as American advertising directors, Portuguese business graduates, and the Global Marketing Conference in London.
: "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)