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

Foreword Antonio Lucio Lucio, Antonio

Pt. I 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?

Pt. II The Eight Credos Of Successful Challenger Brands

4 The First Credo: Intelligent Naivety

5 Monsters and Other Challenges: Gaining clarity on the Centre

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 Eighth Credo: Become Idea-Centered, Not Consumer-Centered

Pt. III Using The Challenger Program

13 Writing the Challenger Program: The Two-Day Off-site

14 The Scope of the Lighthouse Keeper

Pt. IV 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

Photo Credits

Index