Book Summary: Eating the big fish: How challenger brands can compete brand leaders. - By Adam Morgan
Date Submitted: 07/03/2004 05:56:48
Category: / Business & Economy / Marketing and Advertising
Length: 38 pages (10526 words)
Category: / Business & Economy / Marketing and Advertising
Length: 38 pages (10526 words)
Stage 1: Attitude and Preparation
The First Credo: Break with Your Immediate Past
Much of what has been written about brand management concentrates on consistency over time - recognizing your brand equities, and maintaining them through your marketing activities.
This is in fact out-of-date thinking in the new marketing world. Challenger brands deliberately break with their own pasts (if they have one) - they intentionally reinvent key aspects of themselves in order to force rapid reappraisal …
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…to see how close a business is to become a successful challenger.
Not all credos can be implemented by every business, but he does warn of what he calls a "Paper Tiger". This is an organization that embraces one or two if the credos but fails to implement the others; it usually will prosper in the beginning but will eventually struggle in the later stages.
Along with the guidelines, he also concludes with the realizati
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