eating the big fish - second edition Revised and Expanded - Published January 2009
A study of 50 Challenger Brands around the globe identifying the commonalities in their approach to brand development. The 8 Credos of Challenger brand thinking cover preparing the right mindset, strategy development, in market behaviour and maintaining success.
Since publishing the first edition of Eating the Big Fish in 1999 we have interviewed over 100 Challenger brands from around the world for our ongoing Challenger research project. While our core principles have remained the same, our brand landscape, and indeed our global landscape, has changed dramatically in this time. Ten years on this revised and expanded edition of Eating the Big Fish includes 25 new Challenger interviews, two entirely new chapters and introduces a new typology of the 12 different types of challengers.
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Interviews - exclusive online content
To watch short clips from selected interviews from the book click here.
the pirate inside
Building a Challenger Brand culture within yourself and your organization. Taking a look at what it takes to be a 'Constructive Pirate': the personal qualities and behaviours required of an individual to be a successful Challenger, and in particular one that is trying to create breakthrough in a large relatively conservative organisation.
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