Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition

Preface xiii

Foreword by Antonio Lucio xxi

Part 1 The Size and Nature of the Big Fish 1

1 The Law of Increasing Returns 3

2 The Consumer Isn’t 13

3 What is a Challenger Brand? 24

Part 2 The Eight Credos of Successful Challenger Brands 33

4 The First Credo: Intelligent Naivety 35

5 Monsters and Other Challenges: Gaining Clarity on the Center 61

6 The Second Credo: Build a Lighthouse Identity 80

7 The Third Credo: Take Thought Leadership of the Category 109

8 The Fourth Credo: Create Symbols of Re-evaluation 134

9 The Fifth Credo: Sacrifice 156

10 The Sixth Credo: Overcommit 171

11 The Seventh Credo: Using Communications and Publicity to Enter Social Culture 189

12 The Eighth Credo: Become Idea-Centered, Not Consumer-Centered 218

Part 3 Applying the Challenger Program 241

13 Writing the Challenger Program: The Two-Day Off-Site 243

14 The Scope of the Lighthouse Keeper 270

Part 4 Mind-Set, Culture, and Risk 291

15 Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two 293

16 Risk, Will, and the Circle of Rope 303

References and Sources 315

Acknowledgments for the Second Edition 321

Photo Credits 323

Index 325