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

aPreface.

Foreword by Antonio Lucio.

Part 1: 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?

Part 2: The Eight Credos of Successful Challenger Brands.

4. The First Credo: Intelligent Naivety.

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

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 Eight Credo: Become Idea-Centered, Not Consumer-Centered.

Part 3: Applying the Challenger Program.

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

14. The Scope of the Lighthouse Keeper.

Part 4: 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.

Acknowledgments for the Second Edition.

Photo Credits.

Index.